First you should understand that this is capitalism and everyone is trying to
sell you something (even "free" things). Too much advertising and too heavy
marketing language is a sign to be noted. Look at how they speak, not only
what they say.
Personally I get in direct contact with the service provider and ask what I
am interested in. From the way they reply I understand what is the depth of
their technical expertise and with what attention they approach the questions
(level of support). If they ignore me or try to entice me too much - I note
this for myself too.
At the end I compare. Usually it is quite easy to choose the best (or least
worse) because in every field there are only a few who really shine.
