Today I was asked a rather complicated question: "What are the best self publishing companies?" Now, of course I'm the owner of self publishing company MindStir Media, so my advice on this matter is definitely biased. She knew that and I didn't want to just come out and say, "Hey, MindStir is the best, of course!" Instead I answered with: "Let's instead discuss the traits of a top self-publishing company in my opinion. There are many self publishing companies on the Internet, but not all of them are created equal..." I then explained the traits she should look for in a self publishing company and also explained that it'll ultimately be up to her to determine which company is the best based on that information. She thanked me for the valuable information and we scheduled another call for the future.
My point with all of this is that "best" is subjective. You must first have a clear set of criteria in place in order to eventually be able to ascertain who is the "best" (my compare self-publishing companies chart kind of does a nice job of this). I think it's important for people to first be educated about the self-publishing industry and then make up their own minds about all the companies out there... What's that old adage? Knowledge is power? I'd have to agree!