[jsamuel]

In markets such as hosting where differentiation is largely about quality of support, brand, and marketing, there are many different reasons why customers choose their hosting company. Some people will stay with their existing host. Many others, both existing and new customers entering the market, will seek out new solutions or be attracted to a different company for varied reasons (poor support experience with existing provider, recommendation of a friend, strong marketing attracted them, identified more closely with the brand values, etc.).

I'm not sure but it may be you're looking for an explanation of why consumers choose one product over others when the consumer doesn't have the full knowledge or information to make an ideal decision (regardless of whether they often believe they do). Brand and marketing have a huge impact in those cases, tied in with the values of the customer base driving who they trust and want to do business with.