I agree w/ Jonathan, that "best" is very subjective, and "the best match" is indeed "the best (for you)." So a more-expensive-yet-local service provider may be better for you as opposed to a cheaper-yet-far-away service provider for a miser. And there seem to be many companies, moviegoers, TV viewers, voters etc. who say "THIS IS THE BEST!" and, wow, do I ever disagree. Maybe it's more a matter of "are you the best you can be?" To others it may result in two people who deliver sacks of potatoes with the same level of quality, but I think this is a good discussion to have.