HoodedHorse has made a specific commitment to fair terms for developers unlike other publishers. That's their calling card. Do they live up to that? Hard to say since they won't allow release of specific contracts. But that's what the founder claimed. Manor Lords and similar games published by HoodedHorse were typically given a loan that is paid back from sales revenue at a much lower rate than a typical publisher and then HH afterwards gets a smaller than typical % of the sales number following the payback of the "advance".
As far as the game itself, so many people want him to be making The Guild but with a slightly different theme and fancy battles and he just isn't. They need to get over it.
It probably needs to be taken with a grain of salt, given that they are still in an ongoing partnership (and it was before any of the games had shipped), but all of the HH studios I talked to were quite enthusiastic about the relationship.
One of the main differences in contract is that there is no 0% till recoup clause, only different % values before and after indeed. Tim, the founder, is also genuinely passoniate about strategy games and RPG, which is not that usual in this field, sadly.