I never buy based on how well the company is known.
I buy based on the following:
1) The individual animal. How it compares to other individuals of the same morph.
2) Whether the seller seems trustworthy. Having a website is reassuring to me.
3) The customer service. I had a big name company that was actually pretty rude to me, and I ended up not buying one of their animals solely because of their poor customer service.
Low pricing isn't a huge factor in my decision. Obviously I want it to be *reasonably* priced, but I don't mind spending extra cash for an animal that's worth it. If the price was ridiculously low, unless I had good reason to trust the seller, I would pass it up.
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