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I'm leaning towards reputation, price, service. Been reading a bit about registrars that warehouse names and would rather deal with one who doesn't. I'm looking into using two or three registrars just so I don't have all my eggs in one basket.
As far as evaluating service level, try contacting a few through live chat. Ask a few questions and see if they refer you to their help pages or if they actually help you through chat. Those that help me through chat vs flipping me off to a help page are better at the service level imo
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