I just want one that has a good functionality and has good features and such. Straight forward music, video, photos etc. Give me your opinion as well!
iriver H3xx series in my experience. ipods are utter shite, zune I have no idea about and sony is a good name for audio, BUT they love their DRM.
Anything android based will also be interesting as that is an open source OS, thus you are guaranteed support for new file types should there be any in the future.
I personally went with a Sandisk Sansa Fuze 8gb. Good sound quality, video, photo (I believe), etc. Plus, it was only $70 new.