pokerstars/bodog w/o rakeback

So pokerstars definitely seems to be a favorite of members here, and bodog not as much but still liked, so my question is: why are these sites so highly touted without offering any sort of rakeback? Is it not that big of a deal? Does the service and number of fish outweigh it? I'm asking because I'm just getting started in playing for cash and want to make the most of it.....