I picked "other."
For private, I started out long before I really started formal training by borrowing an old (c.1995) Jepp book. It was so god-awful dry that it put me to sleep despite the fact that I was fascinated with flying. At that time, it was also black and white so in the part where they were talking about sectional charts, there were no sectional chart excerpts in the book to explain what they were talking about! Luckily, they have improved.
However, after that experience, I went and bought the Machado book and loved it. Unlike John and Martha, I found Machado to actually be funny.
I also used the Sporty's video set. IMHO, it's somewhat more complete - "What you should know" rather than silliness to help you just pass the written. It has lots of cool footage too - My favorite was the underbelly video of the Bonanza's gear retracting. Cooooool.
Working on my IR, I've also used Kershner and Gardner which are both good. I'd say, though, that a student headed for the airlines is likely to be using Jepp materials throughout their career, so they might as well get started with 'em right off the bat! For everyone else, choose between Machado if they like that sort of thing, or one of the others if they don't.
I also used the Gleim audio CD's, ripped to MP3 and dumped on my iPod. I listened while driving, interspersed with music to keep me awake. It allows you to learn while doing other necessities.
As far as actual test prep books, I like ASA better than Gleim for the simple reason that ASA includes the actual FAA test booklet for the figures, which makes it a lot easier to do the online practice tests and also makes it easier to quickly find the figures during the test.
I had asked the boss about becoming a Cessna Pilot Center since it's great exposure and a name that draws attention to a school. In fact, they used to be one.
Does Cessna actually do anything (ie marketing) to get prospective pilots for their pilot centers? I was under the impression that the answer was No. In that case, I don't think CPC means much of anything. Heck, the general public knows the name "Piper" (as in Cub) as much as Cessna.
However, that changed when Cessna began requiring the FBO to buy a new Skyhawk at over a quarter-million bucks to remain a CPC. So, that's a no-go in favor of more cost-effective methods. It would be cheaper to provide less-costly instruction to students and draw them from the competition.
Bingo. IMHO, one of the dumbest moves Cessna has ever made. I wonder how many of their CPC's they lost in the process. I used to work for another former CPC, and I would not be surprised at all if over 50% of them told Cessna to take a hike.
I'm gonna start a new thread with the rest.