I sometimes tell a customer that is struggling to make a decision on which of two very similar
binoculars to buy that the decision is going to be a matter of personal choice. The
binocular market is a very competitive one and, at any given price point, there is rarely a
binocular that stands out from the pack in terms of performance and quality. Personal preference will be the final deciding factor.
Personal preference in a binocular can be a result of many things - brand loyalty, brand name recognition, prior experience with a brand or knowing someone who owns a specific brand of binocular. It is also very much a matter of advertising and, these days, also very much a matter of internet activity via reviews.
Do I have my favorites when it comes to binocular brands and models? Of course. Is there an element of personal preference involved? Of course, though, as a professional, I try to keep things reasonably objective and, when dealing with a customer, I do my best to keep my professional opinions and personal opinions separate. When asked for my personal opinion, though, I will offer it, but I will state that it is a personal opinion. Hey, I'm not out to change the world, I'm just trying to help when someone wants to buy a binocular.