Just pick one of the popular, reliable brands like Remington Golden Saber, Winchester PDX1, Speer Gold Dot, etc. and shoot a few to make sure they cycle through your gun fine.
Everyone has their preference for a random brand, I just chose 180 grain Remington Home Defense BJHP.
I would argue it is more important to just get your shots on target than to argue about which major manufacturer makes the better round when they are all reliable. The difference between major manufacturers of .40SW is small, but the difference between where you place your shots is huge. Dont worry about who makes the "best" round.