I was in the same dilema a few months ago and not knowing much about the dark side. Spent lots of time driving to shops too far away, tried Specialized, Trek, Boardman and Bianchi – I found them all fairly similiar to ride so ended up buying an Orbea Gavia from my LBS. He’s 5 miles away, service is good and bike is like the others I tried! I’m happy and doing 12 miles each way to work 3 times a week