Choosing a Windows Web Host Is Difficult - It's A Jungle Out There

UPDATE: I added 2 more hosts to my short list

A friend of mine is looking for a host for his website. His website is old school, with a bit of original ASP and, now, SQL Server 2005 (it was....gasp....SQL 7 until I converted it).

Anyway, his requirements are light. Not a lot of traffic. Not a lot of size needs (e.g., the database is < 100 MB). But given there is a data need for inventory management and entry, I need to be diligent on helping him choosing the proper host.

I think for my friend, a shared host will work just fine. Other than the possible security benefits and control, I cannot justify the cost of going VPS (and certainly not dedicated).

But it is a jungle out there trying to choose the best web host. Trust me, I had a lot of heartache choosing my current host.

How do you know which one to choose? Reputation is actually my number one factor, even over cost (well, to be fair, I know when the cost is outrageous). The problem comes when there are multiple companies with good reputations. Then how do you pick?

Here is my short list of possible hosts:

I actually have put one of those ahead of the other 5, and am planning to try them out. I won't say yet who that is because I want to give them a whirl first.

But, I would appreciate any recommendations from you on who to choose or avoid, especially from my list above. Anecdotal evidence would be most welcomed. First hand accounts are the best aides to decision making.

Thoughts? Thanks in advance