This. My best friend’s family operates two funeral homes and have been family-owned through four generations. It’s a small town and they know a lot of people, but their main concern has always been about the people still around. There are a good many companies out there that are going to care about you.
Check the parking lot and see what the funeral director drives. If it’s the equivalent of a late model Ford minivan, that’s the place you want to be cremated. You are going to get cremated, right?
For further reading I’d also like to recommend “Stiff,” by Mary Roach.