I just recently got into using ND filters myself and I bought a 6 and 10 stop B+W filter (77MM) and bought Fotodiox step-up rings to use them with my non-77MM glass. ND's obviously serve their purpose and take some getting used to, especially 10 stop that requires focusing with the filter off.
I'm a huge fan of B+W filters, personal preference. I know a lot of folks get the Lee system but it's not cheap. It is really versatile having the square/rectangular glass filters tho. I know others who use Helipan filters with success.
Where you'll get into a lot of conversation/debate is whether you should go full ND or graduated, and if graduated do you go hard or soft. For me I started with full NDs to get my feet wet and I'll expand as I develop my taste on what I want to use them for.
If you're not doing landscapes with horizons, you very well can get by with full NDs. But I know folks who use grads for situations other than horizons. There's no easy answer to your question, I can only speak on what I went with and I've personally had good success with my B+W's.
I'll try to post some samples later.
Edit: BTW, B+W filters aren't the cheapest of the bunch either. My 10 stop was $150 I believe, 6 stop was close to that as well. But you have to keep in mind you're putting glass in front of good glass, don't go for the cheap stuff, which given you're $200 budget doesn't sound like you were planning to.
Some moments are too amazing to be ruined with words.