Yup, I totally agree about the no-name tools. I like to know what I'm getting, and standards of quality can be so inconsistent that I have to have a name on something before I buy it, especially for long-term use.
I see your point about the just-one-brand issue, and I would certainly not boycott someplace online because they only offer one brand, but I do like sellers to have a generous enough estimation of my taste and discernment that they'll give me multiple choice. It gives me the illusion of control, I guess.
I think the best hint for beginners would be to go to real live shops, examine different brands & manufacturers, pick things up & check things out and decide for yourself what looks & feels best. Then go shopping online and see if you can beat the bricks & mortar prices (online purchases are not always cheaper). The moral of this whole story should be that shopping around pays off, both in terms of price and quality.