Exactly this, nothing more than another way for them to sell their same ol' shared web hosting.
WPEngine will be the only real exception, they do things a little differently.
I would checkout stablebox.com, I use them to host one of my WP sites that gets ~60K uniques a day. With a decent caching plugin it runs nice and smooth.
This is partially true because even WPEngine are using shared servers, they just have their own fancy panel so they brand out on that which means customers end up paying higher amount.
But when it comes to choosing the correct host, the following points need to be taken into consideration
(The following suggestion applies to all kinds of hosting types from Shared Hosting to Dedicated Server, but I'm specifically talking about the Shared Hosting below):
- What kind of Hardware is the company using, when I'm talking about hardware, a customer should look for the type of CPU, Hard Drive and the amount of resources (RAM & CPU) allocated to them on the shared hosting environment.
- Now let's talk about software, does the server comes with any special software that could speed up their performance? Panels? One Click installers?
- What's the Network Port Speed?
- Do they have automated backups?
- Does the server comes with Redundant Disk incase of failure?
- Is the Support 24x7?
- Are you a reseller? (Be cautious if you're buying any kind of hosting from a reseller because they do not have 100% control over there, specially incase of hardware failure).
The technology is advancing and it's very important for a customer to go with SSD based hosting in this modern era of hosting, since the IOPS (Input/Output Per Second) are insane on SSDs, the read and write operations would be faster than the normal Hard Drive thus improving your website performance.
The above were some of the general questions.