I'd rather pay less but what can you do...?
To answer your question...choose a company that is competetively priced and doesn't make things over complicated. With 300 miles of range, it seems like I always have a choice between companies when on a road trip. I know not everybody has that luxury where infrastructure is limited but if there are choices I have EVgo as my lower on my list.
All the major players offer discounts with membership fees and that is great but I dislike EVgo's higher prices and gimmicks (e.g. except Flying J, discount codes, etc). Rather than all the gimmicks, just drop your prices a nickel or dime per kW. Ok..off my soap box.