I'd buy gore for various reasons most of which are personal.

For starters there is a shop near me which sells gore so I can go give them a try, whereas assos I'd have to buy online. Secondly they are cheaper. Thirdly they match my gore jerseys (although I do have an assos hat, but I might replace that with gore because yes, I am that anal... I am after all a cyclist).

Basically I think it's a pretty individual thing.