I like Lee. Partly because they supply a shell holder with the die. I think it shows class. I don't know what they think.
I also like the powder-through case mouth expander die which operates the Lee Auto-Disk powder measure. The linkage to operate the measure is simple in the extreme.
Since I use a Lee Turret press, the round die boxes the dies came in are nice to have. The dies in their turret, fit in the box along with the shell holder, which, then, is unlikely to be mislaid.
The price is a good incentive, too, but less meaningful to me than the other points.