I know it's a personal preference and don't know if anyone can help. We're trying to choose a stain for our red oak. We wanted something in the more brown (light) tones and were told by the hardwood refinisher guy we're hiring if we choose something too dark, our rooms will look like caves (it's not an open space, separate dining, entry, living room, etc.).
We think Provincial looks too country and our rooms are more contemporary.
Golden Oak might seem too yellow, light, and wonder about Early American stain (I like special Walnut but I think it might be too dark). He showed us a swatch from Bona stains (and we also say stains at Home Depot from Minwax). Also too dark will show dog hair and dog scratches
Anyone use any of these?
Here are some pics of the space.

You are correct, stain colours are primarily a personal choice. If you have problems deciding what goes best with the rest of the decor, you could hire a design consultant for a few hours to advise you.
Usually though, a good floor sander, having seen so many projects should be able to advise you at least what wont work.
Personally, on looking at the pictures, my choice would be Duraseal Nutmeg, cut 50% with neutral

We looked at nutmeg in the store and it looked a little too reddish/pinkish. What does cutting it 50% do?

Well it reduces the depth of the under colours to a degree, and lightens the tone. Be aware though that a colour name is just that. Nutmeg from Duraseal will not be the same colour as nutmeg from say, Benjamin Moore.

Good to know. Our hardwood guy showed us a swatch from Bona but we looked at stains in Home Depot from Minwax.
I'll ask him about cutting the 50% with neutral, maybe then that would lighten up Provincial, Early American or another...
Thanks!

early american and special walnut can come out light or dark depends on the floor prep. I wouldnt call provincial country its more a traditional color. the natural you have now looks more country than provincial imo.

Bona stains will always come out lighter than its counterparts from minwax. And the colour should definately be decided by you and not the flooring contractor as you are the one that will live with the color. i would also encourage that some samples be made and agreed upon, as the color of an entire floor will most likely look different from one or two boards. Also keep in mind that different sand methods will yield different colors. Hope it works out well for you.