I use HTTPme.com, have been with them for 8 years, and will never leave. They have totally awesome support and they don't overload their servers so performance is never an issue. They sell to resellers, so they're not for brand-newbies, but most people can figure out the basics pretty quickly.
There are a ton of hosts out there - before you sign up with any of them, you should do a detailed search on the company name, to find out what other people are saying about them. The same thing is true about hosting companies that is true about restaurants - if someone has a great experience with them, they might tell 10 people. If they have a bad experience, they will probably tell 100.
You should never decide based solely on price. Cheaper is usually a case of getting what you pay for. I hate it, but that's just the way it goes! :)