I have some Wood River bits, in 1/2" from Woodcraft....they were on sale and have held up well.  I bought the "blood groove" bit not expecting it to stay sharp with end grain, and I have done a few with it is still going strong.  I also bought every different "stone mountain" bit in 1/2" that they made from peachtree, it was a long time ago, and they had a sale for 5.00 a bit.....they are all still going strong and I have used the round overs a lot!  I looked and they had a whole bunch more then than now.  
I have bought a fair amount of Freud too.  I don't know if they still make them but I bout mostly quad cuts.  But you have to mortgage your house to buy them.....but they cut the best of any bit I've ever had....just not sure they are wort that amount of money.
My favorite bits are some that I bought at an auction for a whole box for 5 or 10 dollars!!!  Ive bought a bunch... Actually some of them are junk, but hey you could throw all of them away except for one and and I am money ahead....but I have gotten some nice bits....I bought a box for 10.00 once and there were a bunch in there still with the protecive wax on them...do I sound like bandit?

Mike