In the world of cycling, there are 3 brands that can stand up and be proud of themselves. Shimano, Campagnolo and Sram. This is pure engineering. If something goes wrong, you can tell straight away.
The frame markers however are heavy into hype and marketing and leading the charge are 3 well known North American Brands. Helping them are cycle media running magic carpet reviews. As of late the proliferation of irrelevant R&D data is not only in the official product brochures and websites but also in the cycling media. One American brand was plagued with creaky bottom bracket for years but the favourable reviews continued.
For ride comfort, it's the wheels, tires, saddle, bike fit and geometry first and foremost. And geometry is pretty much identical for all bikes for the same use ie road, mountain etc
Aeronautics is one particular favourite area of the hype. The main areas of drag are rider's weight, rider's posture, the front wheels and the helmet. The frame comes a distinct 5th. The frame will make a difference for top end TT guys but not for 99.9% of us.
Yes, keep it simple as it cover 95% of your biking needs.