Yeah, I like Sram road because the feel of the shift lever is more distinct. I think in particular 5800/6800 feels a little vague; r8000 and r9100 feel better to me in this regard. I also like the hood shape of Sram road a lot, although, again, R8000/R9100 is an minor but noticeable improvement for Shimano. Sram road shifters are actually serviceable for whatever it's worth.

Sram/Avid's reputation for brakes is in my opinion deserved but also doesn't reflect on all of their products. Elixirs were sensitive to bleed quality and had an unacceptably short service interval for master cylinder service. When one of these comes in and has a weirdly short lever throw and has a slightly squishy sound to the lever, SOP is to replace with cheap Shimano hydros. I personally have a bike out of operation right now for this reason--it's going to get some Deores when I next do an order from Shimano. There was a notable batch of Guide levers that were machined out of spec and would stick badly that caused a ton of warranties. The first generation of Sram road hydro levers had to be recalled. I think their current brake products work well though they're not my personal preference. A lot of people gripe about having to deal with corrosive, toxic?, DOT fluid.

I don't have much experience with eTap.