Service is by far the most important for me. Any company can offer a cheap price, but unless you are cautious, you can be easily taken advantage of. I feel that a company who cares about service, is an indication of their business practices as a whole. It shows they care about the customer and meeting their needs and expectations. If there is a problem, they are typically proactive in coming up with a resolution. They are not in business for a quick and easy dollar, they are in it for the long haul. You can go for a cheaper price, but if you get a product that is not quality or have a problem and it takes forever to get a resolution, in the end it really cost you much more. It is like having two very different friends. One friend you know you can count on and trust without fail, and the other is fun to be around and the life of the party, but you know that is as far as it goes. I am not saying to disregard price, especially in this economy with so many families struggling. But, be aware of the great deal. My mom always told me that if it seems too good to be true, then it probably is. Over the years I have realized, my parents were not giving me advice just because they wanted to lecture me, they were usually right.