My usual breakfast includes a bagel or three, so I buy a lot of them. I don't know why it is that supermarkets cannot sell a good bagel, but only bagels that are light and fluffy. Bagels should not be light and fluffy. They should be chewy.
I tried a brand from Albertson's called "Country Farms" bagels. For supermarket bagels they are OK (here's a review from the San Francisco Chronicle) but I think the name itself gives away that they can't really be right. Bagels' brand names should not conjure up images of midwestern farm country; they should conjure up images of ethnic urban scenes. Noah's, whatever your opinion of their steamed-not-boiled bagels, has the branding right with their subwayesque mosaics, Yiddishisms, and New York-themed interiors. My gift to any aspiring bagel shop owners: Try "Stickball Bagels."
(I do have to admit a certain fondness for "Boogie Woogie Bagel Boy." If they are incorporated, would it be as "Company B, Inc."?)