~ Yes, reputation is the Holy Grail, but is it the lone knight in the contest? How about innovation, game diversity, player experiences, or customer support? Are these elements not equally significant in judging a casino's merit? Shouldn't we examine numerous clues, weigh assorted factors before reaching a decision?
But all of that is reputation, isn't it? Reputation is not only about trustworthiness, it's about everything you've mentioned. Not cheating your customers is a good quality, but it's not enough for attracting gamblers to your platform. To the things you listed I would add building a solid community in the chat and in a side forum. And I'm sure, some other things could be added too.