I am, and always have been, a big fan of Benotto tape. I have used it extensively, on both "show bikes" and workhorses. As much as I respect the distinguished Mr. Sheldon Brown, I have found better performance by wrapping from the ends to the center. I agree that wrapping from the center to the ends makes for the best, cleanest look, and I still do that on bikes that are primarily for display. This is especially true for Cinelli bars with the center "band" as opposed to a bulge. Benotto tape butts so nicely to the raised edge. However, for bikes that are going to get more use, I generally wrap end-to-center. My experience is that Benotto tape tends to "migrate" over time and use, especially on the sweep of the bar between the top and the brake hood. This seems to happen less with the end-to-center method. At least that's my experience. It's true that it's more difficult to finish-off at the center, but I still prefer quality electrical tape. It comes in numerous colors, including green, orange, brown, pink, purple and others. You usually can't find all those at the hardware store, but most electrical supply houses have it.
I fully agree with Sheldon that high, consistent tension while applying is important for the best fit. Because the tape stretches, you need to get the right "pull" because it deforms when stretched too far. There are other cool things you can do with Benotto tape. Try double or triple wrapping with mixed colors (you have to roll the tapes together before you start). I've even punched holes, crescent moons, or stars in a dark color tape, then wrapped it over a bright color. I did this with black and pink for my wife's pink De Rosa years ago. Cool shape-punches can be found at most craft-supply stores.
Wayne Bingham
Falls Church VA