I think the winter jacket selection is highly personal. I have bought probably three different jackets in the last 2-3 years all fairly expensive but not Assos expensive.
My comfort in a given jacket on a random day highly varies depending on wind, humidity and outside temperature and the base layer I am wearing. Strangely enough, I do not have this problem with gloves. I have the Novara Wind Tech gloves and they are great all the way down to 20 degrees F.