I’m a frequent monitor upgrader.
I love taking advantage of fast refresh rates, high resolutions, and technology such as adaptive sync as they become available.
I’ve owned and installed more monitors than I can count.
To start with, the most important component of a monitor is the display panel itself.
There are only a few manufacturers making panels for brands like ASUS and Acer.
For example, you’ll see a number of different brands with 165Hz 1440p displays, but the same OEM’s factory makes each of them.