Contractor 'W' is making the right impression IMHO.
If everyone does the same work, all you can do to stand above the crowd is keep your promises, work neater and leave the customer satisfied and happy to pay the bill. Sometimes it's just going out of the way to do an occasional 2 minute job for free while you're there instead of making a major production of "that wasn't included in the quote".
I remember seeing a Plumbing Contractor on a 'This Old House' type show where all their employees wore coveralls and booties. They didn't leave the job until everything was cleaned...they even had their own vacuums and brooms on the truck. Something tells me that there was a line to hire that firm to work in your house.
