I think the Bianchi Torino is priced appropriately. The website lists an MSRP of $570, which is in the same ballpark as its competition. Trek's FX 2 has virtually the same construction and components ($545), as does the Giant Escape 2 ($505), and Cannondale Quick 7 ($525). I'm curious to know what other brand he was trying to push, but all that really matters to you is the bike fits and you like it. Even if the other bike is a "better value", it's a poor buy if you don't like it as much as the Bianchi (and it sounds like you don't).