Competition is one of the cornerstones of innovation, in the tech world and in many other areas. When we have several different companies marketing products to us that serve the same function, they will each strive to bring us, the consumer, something better than their competition. Price, performance, appearance - all of those are parts of the equation for value. Some companies offer what is perceived to be (and very often is) absolute top-of-the-line quality at a premium price. Others will present their product from the cost-to-performance ratio. Still others will rely on aesthetics to bring in the consumer. All are different and valid approaches to the marketplace, and if you’re in that market long enough you’ll likely eventually start to see a trend in certain brands, identifying which ones fit into which category.