Great feedback from a bunch of people here. Obviously there's a few opinions around this topic!
Unquestionably, the boot fitter is key. Whether you go to Surefoot or Joe-Bob's Boot Barn, the fitter needs to be on his/her game. Do people feel that the America's Best Bootfitters/MasterFit University is reputable designation for bootfitters? Is there another certified that has different or better standards?
I called a local shop that was listed by America's Best Bootfitters (bootfitters.com) and asked him about the designation. He explained that he had been through an 8-hour course and he was then certified. Another "Master Fitter" had been through an additional 16-hour course. I'd rather know that someone has successfully fit a 1000 people with boots. Maybe we need to develop a new certifying authority!