What the others have said so far answer a lot of questions. It is what ever trips your trigger. Actually, most of the kit manufacturers make fine products. It is all in what you want your product to do.
I have made mostly Wine Expert Selection kits but I have tried a few Cellar Craft kits and they are fine as well. I have made a few lower line Vintners Reserve kits for the purpose of a much earlier wine and so far, they have been great as well. I am now awaiting the deliveries of my WE Limited Edition Series kits. These will all be put back to age while I enjoy all the other lower line kits I have made and are turning out quite nice.
Normally I have a reason for making the particular wine such as my 3 kits of Vintners Reserve reds I have going are all going to be donated to my church for communion wine. I have a Cellar Craft Amarone kits aging now and from my "little samples" so far, it is WOW!
The great thing about this hobby or passion as I have come to call it is that we have the fortunate opportunity to try all these different styles and kits. If you make one you don't really care for then mark it up as experience but never throw it away. Put it back to age and try it later. You might be nicely surprised a few months down the line or a couple years later. Remember, the wines you buy in the stores are normally at least 2 years old and most are at least 3.
Keep asking your question here and learn from the responses. There are many experts here along with numerous knowledgeable newbies that are always willing to share their experiences and pass along what they have learned. You can read all the books you want, but here is where I learn!