To me it doesn't seem much different then buying a quality timepiece or a fine work of art. Typically there is pecking order in regards to the brands which are considered to be in the top tier, the middle tier, and the lower tier. Of course you'll pay more based upon which tier that brand is considered to be in. This is typically determined in part based on their history, their reputation, the materials they use, and their craftmanship. However the manufacture ultimately decides what to charge for their product based on what the market will bear.
Everybody has an opinion which is based on their expectations, their experiences, and their likes and dislikes. Some may consider one brand as the best of the best even though they may not be considered by most as in the top tier, and others then again may have had a marvelous experience with a variety of brands and have no problem with a little bit of this and a little bit of that.
So what works for one will not always work for others.
Me, I like to do a little bit of research and experimenting with each before I make any final judgements on what I like or don't like.