I have 2 expensive hobbies - wine and audio, plus golf, but that is another story. In my early days, I chased the "absolute best", based on reviews and image. Now days I favor a fine wine or a fine audio component from someone I identify with. I am loyal to companies who I admire. I buy wines from producers I know personally or identify with. The same is true of audio products. The quality has to be there, of course, but it also goes beyond that.
My home theater is Thiel. I went that way after meeting Jim and Kathy several times and liking both them and their products.
My 2 channel (in multiple rooms) is Sonus Faber because I loved the sound and loved Franco's approach to music.
Cary electronics because of their sound and Denis Had.
Levinson electronics because of their sound and their original approach.
Oppo, for their quality and their attention to detail and their customer support.
Pathos, because of their sound and their design aesthetics.
Totem because of their sound and who does not love Vince.
I will still buy quality products from companies with little personality if the quality is there and there is no real product from friendly companies I know. But my first thought is always to companies and people I admire.
I am still waiting to see how the new Thiel measures up.
Sorry for the long soliloquy. But we all have choices in our purchases, especially in a market like high end audio. I will always favor the people I know and the companies I admire.