Not so much paying for a name, but paying what it cost to keep a local bike shop in business. Though if you buy a bike online, the local bike shop will still be glad to build or service it for you. Just won't help the current business model stay in business, IMO if everyone keeps going for the online bikes.

The bikes at the local bike shops are almost always pretty good bikes. When you get to know more about cycling, you'll begin to understand the differences that make some willing to pay 12,000 or more for them. It definitely isn't name that makes the difference in that instance. Nothing wrong with 500.00 bikes though, you just have to pick a price you are willing to pay and go for it.

For very casual leisurely riding, I'd even be happy with a bike from the big box discount stores. But you have to know how to do your own maintenance or pay a real bike shop to check it out before you do any real riding. The big box stores, even the big box sporting goods stores, typically don't have real experienced persons assembling them.