Actually, if one isn't well known, then it's probably a no-brainer it's some reseller. In fact, I don't even see the point of hiding it, though GoDaddy, Host Gator etc. will probably emphasize that the "reseller" aspect is hidden.
Well, in my case, I don't mind if someone using a reseller, but I would need to research a lot of stuff to make sure the company will last. That seems to be a big concern. These mom and pop operations often go under.