My first non-used bike was going to be a cyclocross and I was set on the Surly Crosscheck. I wanted the complete bike and found (in 2004) that there were two versions - the standard and the 105 STI build. One with fairly basic components $950 and easy to find on the web and in QBP catalog and one with better for $1350 - only in some but not all QBP catalogs. I walked in to the LBS ready to pay for the higher end pre-built. But then I found the Lemond Poprad and did a side by side and found the Poprad to have better components, perhaps better frame and $1050. I was still tempted to go with Surly for the non-Trek name (but still distributed by QBP). But I overcame my fashion/coolness instincts and got the Tre.. I mean Lemond. Still quite happy.
I am quite sure I would still be quite happy with the Surly too!
Al