As a customer, I had experience with a total of about 5-6 companies in my life. All except for two was the result of me looking on forums. The two companies that serve as exception were the first two companies I've ever dealt with that I found through traditional search engine/hosting directory search, and it was the most miserable experience ever.
In my view, there is no better criteria (for me at least) to judge a company by than on personal interaction. Ever since I started paying attention to what the company is like in public, how it is being represented, how valuable it tries to be to others, that for me is the biggest selling point.