I know a lot of people are brand loyalists, but the reality is, as long as you're buying a bike offered by any of the core industry brands, you'll get a fine bike for your money. There's nothing about a Specialized that is any better/worse than a Trek, Salsa, Cannondale, Scott, Rocky Mt, etc. People will develop personal preferences, and might be able to pick out nuances they like with one brand over the next, but anyone who thinks there is a wide variance in better/worse from brand to brand is kidding themselves. The only caveat to that is with the second tier brands which includes Diamond Back, Haro, and I would slip Fuji in there as well. Again, not to say they are bad bikes, but the goal in that category is to simply hit lower price points.
I certainly have brands I like and respect, but I'm not fooling myself into thinking there are dozens of bikes I'd be more than happy to swing a leg over.