I'm a cheapskate that knows how to wrench on bikes so I would always go used to save $$. Generally I would recommend Trek if you are the type of person that would gravitate to a Ford or Honda, i.e. you like the most mainstream, dependable option. If you would prefer something that would set you apart from the crowd (Subaru? Saab?), I'd go Jamis, or Surly, or one of the less-common brands. (no reason to fear unreliability in this analogy)

Also, take a look at bikesdirect.com, bikes in a price range about 30-50% lower than what you're looking at MSRP. If you are reasonably handy, it's not hard to put their bikes together. Front wheel on, seatpost in, screw the pedals in, attach the handlebars to the stem, that's about it. The rear wheel is already on, the drivetrain and brakes are all already connected and IME good to go.