If they had educated me, I would have been more inclined to offer my business to them. That's why it's so difficult to sell. And selecting your web host is one of the most important decisions that any web developer can make. It's similar to choosing a site for your shop in the real world. These customers and prospects all need the reassurance that the decision they are making is the correct one.
Nobody wants to look like a fool.
If they trust and respect the person who recommends the product or service to them, they know the recommendation is genuine.