As for bikes direct, what do you want from them? they have a simple business model. They give a brief description of the bike. yeah it will say 2x10 xtr or 3x10 XO or whatever the case may be. That is a general description. Then you click on the bike and you can get a full and complete spec list. You act as if they are trying to falsely advertise. Just because Shimano spends a buttload more money doesn't automatically mean their cranks are any better than FSA. I'm not privvy to the business dealings between bikes direct and their suppliers. perhaps shimano isn't willing to cut them as good a deal on the cranks as FSA does. Who knows. The bottom line is they have a very good offering at a very attractive price. They certainly aren't for everybody.
I'm in the fitness and golf biz. I routinely play with high level CEO's who have the worst fitting clubs but they would never consider going to component or off brand clubs because as big shots, they want to be seen with the latest and greatest Taylor Made clubs in their bags even if they would actually score better with the no name clubs. I see the same things in the bike world all the time. Blowing by my friend on his $6000 Madone with Reynolds tubulars cracks me up as I do it on my $1900 Motobecane with no name chinese carbon tubulars.
Ken he's going to call you my bodyguard now

Well said btw.
Bike direct mislead the customers, I don't have any problem with BD as long as they stay in their forum, once the gospel spread in of all the place, beginner's corner something need to be said. If they are so great why keep comparing to the big brands at much higher retail, especially when it clearly not the same frame performance and spec. XTR is not better than FSA, show me the prove, cause the prove I've got is they shift better and smoother, look it up bike mag, mba, mbuk, etc. If you say they are not lighter may be, I'll bite.
When they compare their ti HT to Seven or Moots, can you tell me it's BD is as good, yeah, you can't only few can because no one is going to check and compare. I can tell, not only the product but the buying experience. Bottom line, it is what it is, you are getting the bike at the value of price listed not more, get your calculator out and you'll see. Boy for someone who's stingy you are easily doops.
I'm glad you brought up golf, my forte. Callaway/TM knock offs look just like the real thing why they perform so poorly. When you play rounds of golf with the high CEO is that twilight and on the municipal course? People have their way of spending their hard earn money, who are you to judge the way do spend or what, how and why? They are not spending your money or mine.
Spare me the pathetic rhetoric, I ride cheapo bike and still beat my friends who ride a $6000 bike, he beats you repeatedly by making more money every paycheck, have you ever thought of that. I'm a scratched, I'd play any mismatch golf clubs with anyone on any course, well except the one with the old raggy clubs and bag with brand new tacky grips
I saved a boat load of money buying Shimano's components on my bikes. Since I travel to Asia regularly, I just find my hook up and buy there. I put the brand new XT groupo on my bike a many weeks before Jensen USA started stocking them and I paid less than half price for it. I'm not the only one who does this btw. But that's not practical for op, or the direction he's heading.
That said I still buy from my lbs because I like them, they treat their customer very well, and I want them to be around a long time. Not everyone is a nickle'n'dime type like you, I shop for good deal but they are not the only thing I shop.