I totally agree- that's why I think we need better branding and marketing in stores. I personally like the Costco model of "do the research for the consumer and give them limited choices" but it's easy to see how this could go wrong too.

I'm sure early incandescent lightbulb manufacturers had a lot of shoddy products and consumers just had to figure out which brands to trust themselves. Eventually, it'll even out for LEDs too.