Our ratings are usually about brand or manufacturer, not individual products or models. Quality information about individual products can be helpful, although brand is increasingly important and often correlates with product satisfaction better than the individual product choice, especially in categories where things like support, service, warranty and long-term reliability are important. That doesn't mean brand is the only consideration, but it is a great place to start - or finish - when considering a purchase.
Professional are super-users of all kinds of products and services, combining the expertise of a critic or testing lab with the real-world experience of an actual user. And Pro Preferred research provides an aggregated view, rather than one person's opinion or a collection of anecdotes. This is especially important as objective information about brands, service providers and retailers is more important than ever, and as the limitations of other review sources becomes more well known.