IRO wheels, Brooks seat, throw away the gears=much happiness for you.
Do what ya like really, don't get caught up in the 'proper branding' game. If buying the $99 dollar Target bike helps you to move into the sport and get a feel for how
you will like the lifestyle of bicycle commuting, then go for it. There is zero reason to buy a $250 bike only to find out that you hate it and have it hang in a garage upside for 10 years before you pawn it off onto someone else at a garage sale...see my point?
Call the $99 an investment into the sport, give it a few months and decide, based off your finances what you can afford that will last you from there.
I also would not recommend a brand new custom-made pair of Nike Frees to someone asking about weekend jogging, but that's just me.
[edit]Delaying typing=stupid on my part[/edit]
Enjoy the new bike