There aren’t too many differences when you reach the 2-5k range. Almost anything above that you’ll be paying for marketing and the name badge.
Decide what you want for components and go and test ride a bunch of bikes. Don’t let the price rage dictate how “nice” it feels. Ride them and be honest. Does that one really feel better just because it’s red and not black? You can buy a perfectly good road bike for 2-3K or even less if you’re forgiving on the components etc.