I'll tell you the one thing which had the biggest inlfuence on my choice of host - location. A lot of UK web hosts are really only rresellers, they offer you the hosting then the site ends up on a US server for which they get a discount on space/bandwidth used. I discovered that one with my last employer's web hosts.
It's a personal thing, but I prefer that my British domain is eactly that, British named, British owned and British located. That's good for my target audience as it means faster loading, and critical for me so I can be confident I only deal with one organisation re. my hosting issues, and only need refer to UK law re. my site activities and enforcement of my rights and any abuses at the domain.
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