Tom, HICO stands for "Howse Implement Co"; i.e., they're selling Howse implements. My last rotary cutter was a 5' Howse 500 (light duty, low price, but performed just fine for my needs), and I also had a 5' Howse box blade and had no complaints with it.
You can learn a lot more about them on the <A target="_blank" HREF=http://www.howseimplement.com>Howse web site</A>.