Personal taste I suppose, to a degree.
Gauge > Brand anyway, for the most part. The biggest variable in brand that I've seen/heard is wear/corrosion resistance and breakage. There is a fair bit of difference in sound brand to brand, but its not that important, especially on plains. The biggest effects are, from my tests/experience/measurements, the core/wrap ratio: thicker core is better, I find. But this isnt advertised info by and large, unfortunately, and Hex Vs Round core; hex is a bit tighter and more aggressive sounding/sizzlier, but a bit more prone to breakage, round is smoother(/duller) and floppier.
I like newtones personally, because they sound great (to me), last ages (they're tin plated, rather than putting gunk on em), I've never broken one, and you can request thick cored versions so they have a higher tension at a lower gauge/for the same gauge (tighter sound without more mass/being muddier). You can choose hex or round off em as well.