I think when people say they like a certain product- they like the price point and the tool performance meets their needs, that's a good customer experience... that's what the Good, Better, Best strategy of these private labeled products tries to achieve. I expect a lot from tool performance and willing to pay for it, even though I'm not a contractor. These brands also allow bundling by retailers and home centers that makes shopping the category harder on the consumer- you struggle to get a low-cost comparable tool for tool. The Home Depot license's brands that have higher brand awareness, Rigid, Ryobi, etc. Lowes invented their own brands, TaskForce, Kobalt, growing those brands organically- following the Behr paint success at THD.
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it is very much perception thing
much like the chainsaws are , people have no idea what cutting speed is possible until they are running their saw next to yours and you cut and load a truck load while they cut 2-3 logs.
a craft lady who drills 1/8th inch holes in 1x pine 5 weekends a year really doesn't need the power house of a drill that someone who bores 3/4 inch holes in 2x for running wire runs all day every day. or someone who is mixing drywall mud in 5 gallon pails
so it makes sense
the warrantee is also a big part of the customer experience , HD has that in the Rigid line if you buy it from them and register in 90 days it should be a buy once cry once at least for a good 8-10 years