Depends what yo need the radio for. If riding with a group, find out what they use. If going solo into the wilderness, go for a HAM radio or Satellite system. I wouldn't say CBs cost less, but they are more common and easier to find in a any truck stop. CBs work in short distances, limited to only narrow band "channels (between 27 and 27.4 Mhz), and can be affected by atmospheric conditions.
HAM radio can go from 0 to 1200 MHz (and higher for some digital). A HAM or amateur radio will give you the most flexibility, and if nothing else taking the Technician exam will help you learn a lot about the different band ranges and limitations/advantages.
Rugged uses 2M business (in the 150MHz range) and GMRS frequencies 70cm (460 MHz range), and their base is a Chines HAM radio with their own proprietary software program. They work fine as handhelds, we use them in 4WD competition events in the mountains, no problems and they are great sponsor and help motorsports.
But when nothing works, HAM is the answer. And I keep a Garmin Explorer for communicating (email or text) when far out of range. Satellites systems can be pricey, but having it tethered to an iPad is pretty awesome. But if (or when, really) russians hack and crash our satellites, or Will Smith can't save us from aliens, HAM will always work.
