I think it has a lot to do with what you're exposed to first. I've always known about Brooks and Ideale saddles; however, I never heard of Cardiff until last year. I suppose if I would've heard of Cardiff first I might be more brand loyal towards them; however, every Brooks saddle I've come across have always been first rate. To my line of thinking why mess with success? I suppose if I had another bike that needed a cheaper saddle on it, I may just be tempted by a Cardiff or a Velo-Orange.