I like T-Mobile because they are strive to put the consumer first. They may not have the widest coverage, or the fastest speeds, but they usually do a good enough job at coverage/speed. Along with this, their customer support is the only cell phone company I've ever had a pleasant experience with. They are also trying to actually advance the cell phone market for the better, unlike most other companies trying to squeeze it for all it's worth and to hell with the future.