I run a couple of websites and I have several domain names. I struggle to recommend a place for non-technical "civilians" to register a domain name though. The first service I ever used was GoDaddy, which seems to be focused on less technical customers, but the experience is just so terrible. The sales process goes all out to load up customers with a dozen things they don't need.
These days I just use one my current hosting providers.
So as webmasters, where do you send your non-technical friends to register domain names? Is there a nice, simple, friendly service out there?