The bikes are quite similar in terms of component levels. Bikes in this price range are pretty low end and shops don't make a lot on the bike sale. They have higher profit margin on service. I still like to give the mom and pop shops my business. Two reasons: (1) keep my $ local and (2) the LBS won't stay in business if they suck, so I believe they will pay closer attention to the people they hire. Same reason I don't take my car to the dealer for service.

Buy the bike you can test ride!