A sad part about this is like was said earlier, belittlement because you own and/or like a different brand than I do is rampant. Not just in this forum (though this place is extremely judgmental and harsh) but everywhere. Another issue that brand x may have been bad in the past, but has made great strides to become better, and has done so, but no one will forgive their past blunders. Why? I gave VW another chance after owning one that was a lemon, and honestly it has not been all hearts and rainbows.
We all strive for the perfect blend of affordability compromised with performance, in any product. I'm always willing to pay more for quality, but only if it is backed up with consumer reviews. Like Tommy Boy said, I can shit in a box, slap a guarantee on it and sell it. You think the guarantee fairy will come down and make you feel all cozy, but you're still left with a guaranteed piece of shit. Consumer reviews make that piece of shit into diamonds. We all want a guaranteed diamond. R&D certainly can help.
Does top level matter? Not at all. Some features, while 'nice to have' aren't necessary and come with other products, such as nav. For me, why spend around a grand for something that my phone does for free? I don't buy things to impress people. I buy more for functionality. If I did want to impress people, I would not be driving a GTI. Outside of this forum, it is not viewed as the best car ever made.
Also, I don't care what the name on the product is, as long as it performs as expected and didn't break the bank. I will stick with one brand so long as its good, but have no issue with having different brands of same product in my household/vehicle. When it doesn't perform as expected, then I care what the name is. As consumers, the squeaky wheel gets the grease.