When I was starting out, price and support were the most important thing to me. I chose someone who had great support, but their prices were high. About a year later I changed hosts to save $, and I think the savings was probably equal to the decline in support quality I received. Overall, it just takes experience to find a good balance of price and support. I would definitely look for recommended hosts.
If they are making others happy, at least you have a chance ;-)
ps : on a friend recomendation i shifted to
www.comforthost.net .
Good luck.