It isn't really equivalent. When you spend $1,000, you get a $1,000 bike.

But those $1,000 bikes tend to be pretty nice bikes and you'll really appreciate the difference between that and your current bike. That difference will be greater than the difference between the Bikes Direct bike and the real $3,000 bike. As others have noted, the higher the price the more subtle the improvements. What you get is a smoother ride and cleaner shifting. Remember that fit is important as well, so when you get a new bike try different seat and/or bar positions to see what is most comfortable. Small changes can make a lot of difference.

To me, this is an upgrade that would easily be worth it. I ride for fun and a better ride is more fun. But it's all relative. There was a recent election here where one of the candidates was criticized for owning a $5,000 bicycle. I'd never buy a $5,000 bike, but I understand why people do and the fact that she was a competitive cyclist made me like her more. She can appreciate a $5K bike. I wouldn't be able to. I think you would really appreciate this jump. Beyond that might be questionable, but give it a few years and who knows.

Don't worry about it being too easy. As Greg LeMond famously said "it doesn't get easier, it just gets faster."