One other thing, General. Believe it or not, but for a lot of people, service is NOT that big of a factor.
Why? Because with a lot of books (Pinnacle, Canbet, many many others), unless something wacky happens, there's just no need to talk to a human. Place your bets online, process payouts online (Neteller, etc.).
Actually, I guess having everything fully automated on the website is, in itself, good service.
For me, in most cases, I prefer not to talk to anyone at the book, mainly because the only time I usually need to talk to them is for a payout, and (even though I shouldn't) I feel kinda' bad telling them I'm withdrawing my money.