I'm fortunate (or unfortunate?) to get to use a winch often, sometimes several times in a single week. Between personal endeavors, the Utah Off Road Recovery Team and the training/guiding I do with I4WDTA, OEX and private/military classes... I've been spooling them in and out quite a bit. There are some great winches out there, and there are some junky ones too. Our UORRT team members lose a few winches each season, the brands are often the ones you'd imagine. Warn, ComeUp, Superwinch and others are known entities with many success stories (and naturally with large volume companies, plenty of complainers too). But there are some others making big changes, Smittybuilt while still not on the very top shelf imo has made some massive QC improvements to much of their product line over the last 5 years, much of that due to their new engineering staff (all from motorsports industry) and affiliation with Polaris. While it's not my personal go-to (Warn and ComeUp are), I'm not as scared of them as I used to be
A winch & recovery gear is the last place I'm looking to save money, the load ratings off-brand companies use has zero validation requirements in the US and there are proven instances of companies straight up falsifying their load ratings and tossing them on Amazon or eBay. Use a vetted companies gear and you can be comfortable knowing the WLL/MTS, etc are all where you need to be. I've never been packing up after a successful recovery and thought to myself "I should have bought cheaper gear and it might have just done that too".
Wire vs synthetic rope. The debate won't ever end but IMO for recreational winch users, synthetic just makes more sense. That said anyone running from a wire rope is simply running the wrong wire rope. If it's failing due to load or damage, you didn't do your job. Industries that use winches all day-everday, often use wire rope, think wreckers. For example we just delivered a pallet of 15k ComeUp wire-rope winches to a local wrecker (he's on RME, I'll let him chime in) and they specify wire-rope. Just holds up to the things they do. On a personal level, I'm switching all of my used winches to synthetic if not already, we've been doing some group buys on 600' spools of Sampson 7/16" synthetic and building winch ropes and extensions. I've used the extensions a great deal this last year particularly, our honey-hole of recoveries is Bountiful B and about everyone of them is a vehicle 100-250' feet off the road. Synthetic is just so great to work with, easy to pack/store/clean and while it's expensive up front, with care it lasts a long time.
As a note on ComeUp. We (Cruiser Outfitters) started using them years ago when Warn started discontinuing many of their 24V models. Many of the JDM Land Cruisers we sell, service, build and use are 24V systems and we needed a solution. I tried one on my personal BJ74 and and a few more after and really liked them. Fast forward to 2018 and we did our traverse across the long-axis of Greenland in Arctic Truck prepared HiLuxes, all running ComeUp Winches. I was pumped to see them as I had my great experiences and knew we would be using them quite a bit on the trip (little did I know how often). Emil, the owner/founder of Arctic Trucks was on that journey with us and the two of us spent a great deal of time 'talking trucks' in the 22 waking hours a day we had together for a month
. I asked them what kind of a deal they had with ComeUp to and he told me none... they just worked for their severe duty needs and they paid full price to get them on the vehicles with no solicitation or offer of endorsement or deal, they just needed winches that work in the most austere conditions. These are trucks that go to the North & South Pole and crossing Greenland. Had winches failed on us, we may have been forced to start leaving stuff behind.
Re: Factor 55. There stuff is totally gucci, and it's totally a great tool or piece of gear for many applications with known engineered results and testing, I support that. Something can have absolutely form factor and absolute function, F55 proves that. Many have come along and copy/pasted their gear and it shows. I'm a 'buy-once cry-once' and more importantly reward innovation kind of guy. F55 gets my personal dollars. The cost delta in their stuff and knock-offs isn't going to change any 4x4 enthusiasts lifestyle, reward their innovation. I've also been slowly investing in my own assortment of Safe Xtract recover gear, it's amazing stuff and becoming standard equipment for US soldiers operating anything from Rzrs to Tanks. Their stuff is costly but lifetime imo and for me it makes sense to be using while training (along with other gear) as it's not going to disappoint.