I think specialized is a quality brand. The Enduro is a local favourite here in Vancouver.
Also:
If you're looking for a slightly cheaper alternative to specialized, Norco is an option. They share the FSR suspension, which is a winning design in my books. Devinci is not bad either. If you can find a used Specialized Pitch, they're a good deal. They don't make them anymore though.
I don't think Rocky Mountain is good value for money.
For a first bike I would stick to one of the bigger brands, you get good value for money. Giant, Norco, Devinci spring to mind. Trek and Specialized are money too but slightly higher priced.
I think 29'ers are becoming more than just a hipster trend, they're growing in popularity and more and more components manufacturers are using the new size. As it is a relatively new thing on the market, they're going to be more expensive and maybe not the best bet for a rider who doesn't really know what they want.
Hardtails are fun, but I haven't owned one for years.
