I went through this exact process yesterday. I was measured and was asked what type of position I typically ride in. When they recommended a saddle not too far from my price range, I bought it.
While I liked the idea of having a Fizik or Selle Italia saddle, like the pros, it was hard to ignore the science behind their recommendation. Having ridden on a fairly uncomfortable saddle for the last 6 months, getting one that fitted me was paramount.