Same shop or different shops? There's much greater differences among bike shops than there is among bike brands.

My philosophy is to shop for a bike shop first. Audition all of the bike shops in your area until you find the one staffed by people that you like. Who do you want to be talking with for service, accessories, advice and (heaven forbid) warranty issues?

Once you decide which shop is right for you, buy a brand and style that they carry at a price point you are comfortable with and you'll never go wrong.