I'm a huge fan of American Express. I got my first card when I was in college (tiny limit) in part because my parents recommended it.
12 years later, I still have that card, but I also have a Charge Card (where you're required to pay in full each month). I have it set up for Rewards, where virtually everything you buy gives you rewards and, for things like mobile phones, you get double points. I use the rewards points towards my Delta SkyMiles.
The level of consumer protection is fantastic; also, I've been stranded in travel and been able to have AmEx travel services rebook my flights instead of staying on the phone with Delta.
Not all AmEx cards have an annual fee, but the one I mentioned (Green, Gold, or Platinum) do. My friends who have CostCo AmEx cards are also really happy with the rewards.
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