For instance, if you are deciding between last.fm (music) and pumpone.com (fitness), all else being equal you should choose the industry you're more interested in. Being able to relate to the users is ALWAYS beneficial.
1. Would you be working on a product with a potentially huge market? Or is it simply a "cool" product?
2. How do you like the founders and other people? Ask them: what are the 3 best things they like about the work, and the 3 things they detest the most? What's their history?