I'm going to be building up flo 60 rims. I need to select a front hub. I really don't know what my budget should be, but I don't want it to be a lot. I'm going to be training/racing on mostly flat roads, so weight is not a huge deal. Doing a bit of research seemed like White Industries T11 might be a good choice. I don't think I would want to spend more than that. Unless someone could convince me that I would get significant performance improvement. I've never built anything before, and never bought a hub.

Since there are several axle diameters & styles, such as through axle or not, disc etc., you have to provide more details.
What's a flo 60? link? What's the rear spacing on the bike?

Hard to beat Shimano hubs.

This is for road carbon wheels. 60mm one. Regular brakes (not disc). I don't know what rear spacing is, but the bike is a cannondale supersix evo. https://flocycling.com/owners_manual/owners_manual.pdf

Well anyway, I talked to one the guys who works at the online store, and he said there isn't 'a whole lot to be gained between a quality hub in the $50 range versus one in the $150 range. FWIW.

Bitex hubs (sold through BikeHubStore.com) offer great value for the dollar. They are light-ish, cheap-ish, and good looking-ish Spending more money can remove some of those -ish's if any of them matter to you.

Why not a 26 dollar hub like the Shimano HB-5800? It's heavier by about 60 grams if I see the correct specs for your T11. I think it does well for my riding.

Properly setup loose ball bearings with broken-in seals can have lower drag than cartridge bearings.

The OP hasn't mentioned spoke count but with only 32 and 36 hole options for that hub it won't typically make the list of someone looking to build a performance wheelset.

Something like the hub below is still fairly stout but lighter and barely more expensive than the Shimano 105 hub, and available in far more drilling options. There are much lighter options for similar cost as well.

F125 Front Hub

Yeah, I blew it. I wasn't thinking about spoke count when I put that out. Should have checked before I specified any name. Mostly I was wondering and hoping to get some conversation as to what made a 100 dollar hub better than a 25 dollar hub.

My 105 5800 seem smooth enough for what I do on the road with my Paramount. And the old Campy (Grand Sport small flange, I think) hubs on my Raleigh spin forever when off the ground, maybe my 105's will too when I get around to servicing them and tighten the bearings to my spec. But maybe not.

Again I was looking for what makes a hub "great" or at least what make them worth the extra money besides name and materials that only offer lower weight to the party.

The guy I talked to at the online place said that front hubs are pretty simple. And that I would not see any performance difference between the $50 hub he recommended and the $120 hub he was also selling that I was interested in.