I want a registrar to sell domains, not be a platform for marketing other services to me. I want one registrar which will sell me any tld, many of the nice-looking registrars don't support .uk or .dk domains. I want there to be a well-documented API for setting up dns, and this may be a partnership with Zerigo. I want their website to not make me think. I want to have sub-accounts for my clients to handle their own domains, white-labeled if possible. I want one-click setups to point to Google Apps, Heroku, etc. And whilst I'll pay a premium for this, I don't want it to be so expensive I can't afford it.