I believe there is more to this than just picking a brand based on price.
Yes, choosing on price alone can lead to frustration. Though there seems to be many good choices in a reasonable price range.
For me, it is very important how a tool feels in my hands. This may not be as important to others. It is often my recommendation a buyer tries to handle a tool before purchase. In today's world of online shopping this can be difficult if not impossible.
Money may be wasted if a tool is never used. When it comes to chisels, my 2" is the least used followed by my 3mm and 1/8". Most of my unused tools came in deals for a group buy. If they are worth the time to list here or on ebay, they are sold. If you can break even or make a little profit it isn't too bad.
Of course for all but a few, a tools performance is a primary consideration. The performance factor, along with personal preferences, can be a wide area to consider.
jtk
"A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty."
- Sir Winston Churchill (1874-1965)