It's all preference, and to some extent it's hype. It also depends on the era you're getting the bike from, and it depends on your budget. You have to ride them and see what you like.

My preference is for De Rosa as far as the big name. I like a lot of the smaller builders...Marnati, Galmozzi, Tomassini, Picchio, Grandis. I LOVE my older Cinelli, but would be less interested in an 80s-90s one.

I'm not especially Wild about Ciocc...but that doesn't mean you shouldn't be.