While I've never tried Yahoo, I don't know if I'd ever use them myself. I've never had a great expierience with their stuff (exept flickr which they simply bought), especially geocities. I couldn't even get the blasted editor to open.
I'd try godaddy, or 1&1. It kinda depends on what they need and how much they're willing to pay. I mean, they're not as well known as Yahoo, but then again Yahoo isn't too well known for their hosting either. Just tell your friends that these are huge hosting companys that will offer him a better expierience. I don't know your friend, so I wouldn't know exactly how to word it