Old thread, I know, but I'm one more vote for the Yonico bits. I bought the 70-piece set for ~$140 on eBay in 2016 after a lot of agonizing searching. 1/2" shank.
My usage is sporadic and only at the DIY hobbyist level. I haven't touched most of the bits. That said, a few of the bits have gotten quite a few miles on them by now. None have failed or even worn to a problem level. The nice yellow coating gets worn off but the carbide edges are as good as new.
When I received my set, I was thrilled with the case, packaging and overall appearance of decent quality of the bits. Three years later I'm still VERY satisfied with the purchase. I've come to see the wisdom offered by others: A set like this is an excellent value to get you started and give yourself a range of options. But if you KNOW you'll use a particular bit a lot or have demanding applications, go ahead and get a higher quality level.
I'm doing a project right now that requires putting a 1/4" groove in IPE (a very hard wood). The Yonico bit worked fine but the cutting edges are only 1/2" and the usable cutting depth is just barely 3/4", all of which means I'd have to make at least two passes to make my grooves. So I bought a
Freud bit with a longer cutting face and more depth. The quality jump over the Yonico bits is immediately obvious. The Freud bit probably has five times as much carbide on it and is wicked sharp. I don't know enough to say that more carbide means better cutting and life but I have a hunch it does! If I wasn't using IPE, I'd probably limp along with the Yonico bit and be just fine.