As with many things, with new bikes, you get what you pay for. If funds are short, consider used. There are lots of threads on these forums about what to look for in a used bike, so I won't repeat it here. Just search the forum.
It isn't about being rich or poor, and it isn't that everything sold at Target, Wal Mart, or Dicks is terrible, though most of it is pretty low end junk. It all comes down to quality of materials, components, and assembly. And, quality of the service after the sale, which is important with bikes. I have never owned a new bike that didn't require at least a minor tweak a couple of weeks or months after I bought it. And i expect the shop I buy it at to take care of it quickly and competently. That is part of what I pay for. A lot of stuff bike shops do can be done by a knowledgable person. But, some don't have the time, expertise, or inclination to work on their own bikes.