I used to fill out the forms myself because I didn't trust software to maximize my return, but for the past 3 years I have used TaxAct and it seems to do a pretty good job and the cost is right (it's free). You can also go on irs.gov and find some other e-file providers as well.
I am currently doing tax returns for a popular payday advance corporation and the fees they charge for filing taxes are insane. They charge per form along with some other "administrative" costs. A typical 1040EZ costs about $125 to file and the price goes up as you add dependents, EIC, w-2's, schedule A, schedule C, state returns, etc. The cost of the rapid refund (basically a refund anticipation loan) is also insane. But the customers of payday advance stores are almost always desperate for their refund so they pay the insane costs to get their money right away.
My advice -stay away from the tax preperation chains/rapid refund ripoffs and either use Turbo Tax or some other software to do your own return and save yourself some money. You will get your return in as little as 2 weeks.