Dwemer are dead, Dagoth are mutated and stuff, Telvanni are crazy, Indoril are fanatics, Dres are slavers and Redoran are just plain dull. It's not really much of a choice...and it shows in the poll results too :grad:
But Hlaalu are greedy bastards with no honour, who break deals and cheat customers if there's an advantage. They resort to thuggery if they can't legitimately beat their competitors products as well.
House Hlaalu is despicable, I find their organization offensive to the ideal of basic courtesy and self-responsability.
I would say that they are equally as heartless as the Telvanni, but they are much worse because their actions affect many more people and they know it.