That Ribble is pretty much my commuter bike
Though 105/ultegra mix. There's no real reason to get better than 105 unless you're a pro cyclist, but i'd definitely not get anything lower if you want to use the bike in anger.
Most of my bike knowledge comes from friends in the teamgb cycling and triathlon teams - and they swear by planetx and ribble
I think Alistair Brownlee uses a planet-x bike - if it's good enough for him, it's more than good enough for everyone 
You'll find major brands (fuji/giant/bmc/scott/any italian manufacturers) are significantly more for the same kit (often even the same frame underneath).
The key really - is to go and ride them, most decent shops will let you go out for 10 mins on a bike. Make sure you're getting a proper fit - handlebar width, seat height/position/angle etc will affect you much more than brand/design. There's nothing wrong with Alu, or Alu/Carbon(fork) frames - if you're riding in shittier weather on bad roads, some form of audax bike may be better suited (i should of got this for commuting... but i'm a fool and i like bike bling) http://www.ribblecycles.co.uk/pu/road-track-bike/ribble-winter-training-audax-bikes/specialedition/1rw

Most of my bike knowledge comes from friends in the teamgb cycling and triathlon teams - and they swear by planetx and ribble


You'll find major brands (fuji/giant/bmc/scott/any italian manufacturers) are significantly more for the same kit (often even the same frame underneath).
The key really - is to go and ride them, most decent shops will let you go out for 10 mins on a bike. Make sure you're getting a proper fit - handlebar width, seat height/position/angle etc will affect you much more than brand/design. There's nothing wrong with Alu, or Alu/Carbon(fork) frames - if you're riding in shittier weather on bad roads, some form of audax bike may be better suited (i should of got this for commuting... but i'm a fool and i like bike bling) http://www.ribblecycles.co.uk/pu/road-track-bike/ribble-winter-training-audax-bikes/specialedition/1rw