OK, if Bob's analogy isn't sticking, let's see if this works.
A tree started growing 100 years ago.
As it starts to grow, it obviously branches.
The lowest branch becomes strong and reliable. Conditions are good and it is there forever. Here is the branch where the Deere owners sit.
As the tree continues to grow, more branches emerge. Some do well, and flourish. IH, Ford, Farmall, Oliver...
Still more growth and new ones appear and too become strong. Kubota owners sit on this branch.
Over the years though, the tree changes. Some branches die off or get entangled with other branches. This = mergers or brands dieing off. People on these branches normally grab for a different (stronger) branch below them.
Now, there's relatively new branches (Kioti and other brands). Kioti (and other brand) owners of these are (to the people below them) "out on a limb". You are proud as you see that you're branch seems strong, reliable and will flourish. You voice your pride and looking down the tree at the people on the other branches you say how great it is.
The people sitting on the lower branches look up and ponder. Will the branch hold? Will it flourish or die? If it does hold, the view may be better and they may take a closer look but some may stay where they are due to comfort.
So, I think the Kioti owners are proud of their new find. But, many tout that their branch is the best. Those on the other branches do question and refute that as it's not as proven as their own.
Brian