For me, paddles are even more of a 'personal preference' choice than my skis. Its similar to buying running shoes in that what works really well for one person may not work at all for you.
There was certainly a lot of trial and error before I finally found a paddle that seemed to really work for me. I've tried a couple of different Epic paddles, a Select Kayak Rush paddle, a Knynsa Swing Classic, an Onno, a Bratcha IV. In the end I've wound up with a couple of Jantex Gamma (a Mid and a small) paddles. It was one of those things where after 5 minutes, I knew it was the paddle for me. I've gone back and tried others since but it always just re-affirms my choice. I've had friends try my paddles and they prefer theirs, so there you go, everyone is different.
You can talk about shape and twist and all that stuff but the bottom line is, as Rightarmbad says, you just have to get your hands on a bunch of paddles and try them out.
Buy a split shaft for sure. They are easier to transport, ship, and store, and you can play with your length and offset as much as you like. This also helps if someone else is going to use your paddle. Plus, if you decide to sell it you're more likely to sell an adjustable paddle that one that is fixed.
Top guys and girls are using a variety of paddles from what I can tell: Jantex, Epic, Fenn, Bennett, Knysna Racing, Orka all seem to be well represented. But really this shouldn't matter, you want what works for you, not what works for these VO2 max monsters who represent some of the most skilled paddlers in the world. What works for them, or even for me or your paddling friends, is irrelevant, you have to try a bunch out and find what 'fits' you.
Mark