To be somewhat "meta" about this problem.
The reason why the limit x exp(1/x) isn't obvious is that x is going to 0 but exp(1/x) is going to infinity.
It's difficult to solve this using L'Hopital directly because after you transform to x/exp(-1/x), differentiating leaves you considering x^2/exp(-1/x), which is harder to deal with than you started with.
You can't reasonably argue "exponentials beat powers" (although it's true) because the original problem is "prove a particular case of exponentials beat powers". To me it's "begging the question" even if it's not exactly circular.
As mqb says, substituting y=1/x, so that differentiating the exponential doesn't give you something that grows exponentially more complicated, is the way to go here.
Generally speaking, if a method requires you to differentiate f(x^n) (with n not 1) more than once, think carefully about whether there's a better option.