I have to say with my MBPs (I've owned both a 15" and 13" MBP in the past), they've been plenty bright, so much so, I usually turn them down quite a bit, otherwise it feels like my eyes are going to burn out of my socket.
The screen brightness in the stores is WAY brighter than you ever need at home. I rarely run my MBP above 50%; my Dell external 4k display burns my eyes on its default setting, so if you are used to that level of brightness in the store you surely don't need it at home unless you are sitting outside in broad daylight.
I'm here to serve. Seriously though, my rMBP 13 screen is way brighter than my 17" and 14" inch Lenovo's as well as much sharper, so I'm happy with it. Must confess I never look at stuff in stores, every laptop I've owned has been an internet buy.