Here is a data point:
My son shoots .223 competitively. Our club had produced some national champions, so I trust the coach implicitly. His shooting coach said just about any dies would be fine (we bought Lee), but get a specific seating die (Redding competition micrometer). The one seating die cost over twice what the regular die set cost.
For rifle you are lubing the cases, so carbide is not required.
My other dies are mostly RCBS. I don't have a good reason other than they seem like good bang for the buck and work well for me.