The OP assumes that BD buyers are too stupid to know what they are doing. He may need the handholding of a bike shop or like to pay a lot more $$$$ to getting functionally meaningless refinements or name brand logos to assuage his insecurity... "I must be cool because I have a Colnago...and a Pinarello...and a Madone.... People envy me!"

The only people that really need fancy $$$$ equipment are people that make their living by riding. The rest of us ride what we ride for other reasons, and there are many different ones.