Well, If you knew anything about Midland you would know they have been in the radio business for 50 years. For decades they were a go to LMR radio for law enforcement, wildland and DNR applications. I still know agencies with Midland LMR gear in use. They also have had GMRS radios long before anyone you list on this site. My first Midland was a xstal radio and we had to wait over 2 months for the channel we got licensed to arrive. They were also the first FRS radio to the market when the FCC approved them.
Yes part is marketing and they are the ONLY vendor I have ever seen at an offroad show or any event in that industry.
Handheld CH. KISS. My parents are in their 70's. They want to pick up a MIC with no buttons and talk. The midland mobiles do that fine for them. For my Jeeps I have the MTX-275 (actually had another arrive yesterday..and wife wanted the Jeep one so it was $10 more than the standard). The HHCH is perfect for a vehicle such as the Jeep. We use one repeater that is mine so dont care about having 50 repeaters in the radio. The wife can jump in and it turns on and if someone say go to ch 4 she turns to CH4. Lastly 90% of the folks we wheel with run Midland as does JJUSA. For that fact its the same and anyone can jump in my rig or hers and know how to use the raidos.
What many forgot on this site is we are a very very small user group that gets on a forum. Tons of folks out there use GMRS and have no interest in forums, repeaters, or being ham lite. They just use radios. I have farms all around me that use Midland gear and every tractor, combine, truck has one in it.
If I want to play ham radio or outher service I just switch over the my APX8500.