Dies.
IMO, you get what you pay for, but that doesn't mean much when it comes to game DRT or holes in paper.
I have Lee, Lyman, Pacific, Herters, Hornady, RCBS, RCBS Gold Medal, Redding, Redding Deluxe, Forster, CH4, Wilson, and recently, Whidden. Haven't used the Whidden yet, but man they look sweet!
I know guys who use Lee dies, and they outshoot me all day.
Hornady dies, with their sliding seater stem, offer an advantage over dies like standard RCBS, Lee or Lyman.
Bushing dies are necessary when you're wanting to produce the exact same neck tension. If you're looking for single digit ES and are competing BR or long range shooting competitions, bushing dies will help you for consistency.
Every die brand has pros and cons. There are a couple things about Hornady dies that I *hate*, but when you consider that every Hornady die set only cost me ~$10 when you factor the bullets I received in their "Get Loaded" promotion, I got more than what I paid for.
If I had a preference for dies, every seater would be like my RCBS Gold Medal competition seater. LOVE loading 308 with that!
Also, Micrometer adjustments dials are a convenience well worth it on seaters. Yes, you can achieve the same accuracy with standard seater screw/locking nut, but it's a total PITA to change your seating by 1-5 mil with the standard type.
While waiting on a set of CH4 dies for a wildcat, I found a pair of Redding dies on the shelf. Started using the Reddings. When the CH4 finally came in, they produced ammo with less TIR than the Redding, so sold the green box for what I paid, and kept the CH4.