I'll put my vote in the Honda camp. I have two Honda mowers.
1) Is actually a Craftsman residential push mower with the Honda OHC engine. 5.5 hp, pulls like a truck. It starts very easy. Instead of a primer bulb, it uses a direct lever on the choke, and it has an ACRS, Automatic Choke Return System I think it is. Set the choke, pull the cord, the engine fires, and the choke will slowly return to open. Easiest and cleanest and QUITEST engine I've ever had. Single speed FWD, high tunnel steel deck, good bagging action. Bought it new for $299 from Sears. The Craftsman deck/features are mediocre...I really bought this mower for the engine...few others besides Honda mowers have Honda engines.
2) I wasn't in the market for a used mower, but I ended up buying a Honda Masters mower used because it was having choke problems and the original owner didn't want to mess with it anymore. It had a remote choke (via cable), and I've had trouble keeping it in adjustment, but the mower is wonderful. Full aluminum deck, Honda OHV 5 hp commerical engine, 3 speed RWD, BBC, etc. This thing sucks the grass right out of the lawn. This is the best mower I've ever used, hands down. I bought it used for $300. New was over $900.
I wouldn't hesitate to buy any Honda small engine, and after years of owning B&S and Lawn Boy engines, this Honda is a breath of fresh air. Plus, I don't feel bad buying them -- all Honda small engines (destined for the US anyway) hand assembled just down the road in central North Carolina.