I think it's mostly personal preference.Whether it makes a difference because Ohlins,Ktech etc.have numerous agents whereas,as far as I am aware,Hawk/Buildbase are the only UK agents,i don't know.
I had a Bitubo shock on a gsxr1000 which worked very well,yet I had a Ohlins TTX on a previous s1000rr which pumped at the rear-I replaced it with a ktech which cured the problem instantly.From that moment I have always used ktech.