Thanks to (most) all of you for the responses! Thought I'd give an update.
I was second-guessing myself so I continued to visit additional projects/referrals and uncovered some dirt on the negative reviewer -- an investor who had since partnered with the sub and stood to gain! (who btw, would have handled the entire project, not just a few trades) Such a small community -- everyone knows each other and even about my friend's project 20 miles across the bay. (same architect)
I dug into the weeds for allowances on all FF&E, which was like pulling teeth but I wasn't going to let it go and it made a difference in comparing bids. I'm very happy with my choice, they are doing some additional scope at no cost b/c we're friendly (it's in writing), and the framing inspection is scheduled for this week!
As I mentioned, all (6 total) builders were good people and from trusted referrals. I wouldn't work with anyone who was disrespectful or treated me as if I know nothing about my own project.
Thank you, again, for the advice.