I bought an auger 4 years ago and did a lot of research on forums and customer reviews. All major brands had good reviews but eskimo seemed to be the best as long as you stay away from the stingray as it is underpowered. At the time the only negative review I could find still gave it 4 out of five. He had bought one that wouldn't start and contacted Adisam customer service and they sent him a new power head within three days. With the lack of negative reviews, customer service, lower price and fact that the auger is 42" as opposed to 36" on the jiffys, I went with the mako 10". It uses a chainsaw style engine with a higher rpm and gear ratio so is light but still will punch through over three feet of ice with no problem. It always starts on the first pull. As I said at the begining though, all makes seem to be fairly good so it really comes down to what you like.
I used a 3.5HP Jiffy for quite a few years and had a hell of a time with it. Last year I bought a Strikemaster Lazer Mag Express and won't ever use anything else. The Lazer Mag uses shaving blades instead of rippers, and the speed and ease of cutting is incredible. The only downside is that the blades won't cut at all if they get dinged up, but that only happens if you hit them with a spoon trying to chip ice off.
If you stay with the 2HP models the engines are pretty much the same as the Jiffy.
Jiffy does much better marketing, but I like the Strikemasters myself. The plastic argument is exactly the same as the one around Tikka magazines.
I've never seen a two stroke engine start on the first pull in really cold weather, but I've always been able to get my auger going. One day at Newell last year I had to drill a Jiffy guy's holes because the damn thing just wouldn't go. Could be poor maintenance or whatnot too I guess.
Please don't talk about ice! There's got to ba another couple months of soft water fishing before we should have to think about the hard water variety.
I hope so anyways! Its just not the same for me, but its a long time till spring when things do freeze over, so it beats not fishing at all.