Re: outboards
I would second the eTech, but really, it is a matter of personal preferance. Steelspike brings up a VERY important point about WHERE you buy it being more important than WHAT you buy ... if you are mechanically inclined, this is important for the warranty period, if you are not mechanically inclined, this is important for the life of the outboard. Paying a little more is worth it if you get it from someone you trust who has a great service department.
A non-boating related story ... years ago we purchased a copier for the office. It was a piece of crap and EVERYONE hated it. It really soured us on that brand. Till a customer who happened to be a district rep for that brand heard our disgust and asked a few questions. He directed us to a different service facility and within a month EVERYONE was loving that machine. What made the difference? The service tech. Buy for the service techs, not the original equipment ... they are all relatively good.