Honesty.
In today's hosting industry, everything is based on lies when it comes to the big hosting corporations.
Unlimited Space / Unlimited Transfer
We all know this simply isn't true. Can you buy and Unlimited hard drive? No. Simply put this is a lie. Search the forums, search google, you will find horror stories of web hosters using not even 10% of their resources and getting kicked off with no warning and no where to go. You are only a quality customer if you DO NOT use what you pay for.
"Fake" Top Web Hosting Sites
Search web hosting, and you are sure to find "Top 10 Hosting" web sites. Most all are fake, implanted by web hosting companies, posting themselves as #1. Lies!
24/7 Support
Yes someone is available at 4am in the morning. It's either some kid getting paid minimum wage, simply manning a chat line reading out of a manual or it's some guy named "Bob" in India, who really is don't nothing more than answering calls, not doing anything. In reality administrators must answer and/or resolve most questions and support issues. Most administrators are fast asleep at 4am in the morning.
I'm not saying all are bad, but honesty is a large ethical missing part in the industry. This is why there is such a gap between "cheap" hosting and other hosting. There are few and many web hosts who offer quality over quantity. If the web host boasts hosting 500,000 websites, do you really get personalized service? Will they really care if you are a happy customer or whether you stay with them? Even if it creates competition with me, it'd be great to see more honesty in the industry!