Familar brands are great because they're just that. Even if the store is unknown at least you know the product will be good.
On the other hand, there's some great bikes out there that AREN'T familiar brands. You can stumble across some great stuff but this can be a bit experimental. However, if you have recommendation from someone you trust then it may well be worth checking out. And it's always good to support your LBS.
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it's supposed to be tons of fun, but register early (the race is in Nov, but registration often closes in Feb) 