When I was looking for hosting (and eventaully chose you), the following were very important to me:
Reliability - our business is our
website hosting
Support - should anything go wrong, need to speak to someone 24/7/365
Cost - budget isnt exactly huge so lots of features at a great price is very attractive
Server Hardware - no point having a
website hosting if its slow
Datacentre - UK DC's seem much faster than the US
Backup - the daily backup service is excellent, means I can be sure my data is safe
So really, I took all of those factors into account and for me, eUKHost came out on top.