I like Hornady's dies, but I use a Hornady Lock n Load AP progressive press, and the die "deck" is a little thick, so their slightly longer dies work great.
I have Lee, RCBS, CH4D, Lyman and Hornady dies; all of them are well made, but some have nicer features than others. Lee's rubber O ring lock rings aren't my favorite things, but their collet-retained depriming rods are great - so great that Hornady developed their "Zip Spindle" to do something like Lee's part.
One key thing to keep in mind is that ALL of the major die makers stand behind their dies 100%. I've goobered up parts of RCBS dies and they've sent me parts FOR FREE, even though the issue was me being clumsy or stupid. Hornady has done the same for me. I haven't managed to break any other brands' parts, but I'm certain they'll all take care of me properly when it happens.
So you can decide which brand you want based on lots of things. I'd go with a middle-of-the-road priced die set, like RCBS or Hornady (their regular, not "small base" dies) and go from there. You should know that Lee's die sets usually come with a case holder, but nobody else includes that in their main product lines, though Hornady has a new line called their American Series that DOES come with a case holder, and is priced VERY competitively with Lee's dies.