Bradford White is mid-range, and also a good heater. Up on the food chain is Ruud, and then Lochinvar. How much you want to pay depends on how long you plan to be in that particular house. 8-10 yrs is average for the BW, but it is not uncommon for them to last much longer. A lot depends on your water,is it hard water,a well system etc... Whichever one you choose,make sure you purge it 2 times a year to release the sediment,by doing this you will add more years to the tank.