First figure out what you need. If you want to use linux or windows. Then if you want cpanel or alternative. Then if your site is made for certain country i use servers in that country. If your site is worldwide than use servers in any country that has good uptime and multiple internet lines and power backup.
Make sure their is no set up or upgrade fees. I also do not like hosting i need to find coupons for every time i pay for hosting to get best price.
As for rockhoster.com pricing, it is reasonable. I like their customer support, it works 24/7.
The service is excellent the speed and reliability of the servers is awesome and the price is more than reasonable.