part owner of a Trek dealer here. You’re not paying a premium for the Trek brand, you’re getting economies of scale. (Giant is really good at this). Trek gives a lot of bang for the buck. And I think their warranty handling is above industry average. You’ll hear some horror stories, but that’s expected for one of the industry’s top sellers. Finally, you’re looking at entry level bikes, and there’s not a whole lot of differentiation at these price points. At this level, shop for a bike shop, not a bike. What dealers spend the time and effort to make sure you’re properly fitted for the bike you buy? Which dealer will more readily swap parts ( for a nominal fee) for something you don’t like, like the saddle or grips? The disparity in customer service between shops can be immense.