"I choose gear based on technology, weight, price, and use... No other criteria needed."
Maybe you do , and maybe you don't...
Most people buy emotionally not logically. However we tend not to be aware of that.
If you "analyse" comments on gear choice here even from experienced users, you will find that most if not all try to justify "logically" a purchase that was based (unconscioulsly) on emotions.
For example if I were a satisfied Arc Alpinist user, I would end up with a Shaka Plus rather then the equivalent from say FF even it somehow the numbers tended to favour the other brand.
Based on use
Emotion is involved here too.
For example , Ben notoriously finds the floor space of some (beloved by others) shelters too narrow for him.
So that is true for him , but it isn't a "fact" , just the way he feels about it...
So Ben (like most) is precluded by his "feel" from buying those shelters...
However, (hypothetically...) having exactly the same tent by say BA and Eureka, I would expect Ben to buy the BA version...
A few years ago , following someone's comment about colour, I realised that my tent, my pack , my sleeping bag and my mat were all deep yellow or orange. Coincidence ?
(blue and grey now...)