Brand loyalty is tough in the year 2010...
If you want to be strictly brand loyal you have only a few to pick from.
Global competition to make the most affordable, (cheapest), product and have it locally available is tough. Consequently you have a lot of short lived shiny equipment just waiting to be discarded because it is either impractical to repair or imposable to correctly repair.
A lot of this quick turn stuff is sporting names we have seen around for years and tend to trust.
I think in todays market you always have to check quality, check price and IF you are not going to be servicing it regularly yourself, know who will...
Those things coupled with how long do you reasonably expect to have it operating.
I just saw a post about an Allis Mower going on 40 years old, I have a Cub Cadette that is 35 years old, these machines are still working and capable of running decades more... How many of todays mowers will see the year 2045??? How many will see 3 or 5 years of service? KennyV