I love my Armalites. Bushmaster makes a very good rifle, as does Rock River. Along with Colt, they make your upper-tier of ARs. (I'm not including specialty shops like Fulton Armory)
DPMS and Olympic make nice guns as well, though they are more a second-tier. I do not trust Hesse.
As far as price-to-quality considerations are concerned, Bushmaster is the best bang for the buck.
Armalite is higher-priced, but you get a lifetime warranty and arguably better QC out of it.
I have not seen Rock River carried by local dealers, so I don't know how they price.
Colts are sometimes overpriced, sometimes underpriced... sometimes the name sells them, sometimes the name prevents their sale. Kinda depends on how political your local shooters are. I dislike Colts because they are proprietary. While I typically stick to Armalite parts, if I really want to put someone else's upper on it, I want it to fit, and fit right.
Wilsons are overpriced.
DPMS, at least in my area, is usually priced at the same level as Bushmaster... Get the Bushmaster if this is the case.
Olympic prices low.
Hesse... I don't care if they give them away, I'm not putting my face near one.