Product functionality is important and the difference between a good product and a great product is the after-market support.
I was lightly involved in the earlier days of Kryoflux and even went as far as to send some exotic disk images to be analyzed. Not only did I get everything sorted out or answered when I asked a question but I also got excellent support when I had issues with some of the very early software.
My internet provider isn't the cheapest in the world but their technical support and staff excel at their jobs and roles.
Everyone's criteria is different but this is my reasoning and thoughts.