I think part of the answer is you need to try one.
OR are doing good things, doing them correctly too.
They have good products and basically work at improving them year on year. Add in a bit of innovation and uniqueness (Mako boards) and things are good.
The gear has an awesome build quality and most imprortantly they listen. Their customer response is top notch and they listen to what people want. The 09 kite bags and Diablo colour schemes came from asking what people wanted, not what 1 person behind a drawing board thought was good.
I cant speak for other brands so much but these guys are making a huge effort for people that use and want to use their kit.