I think the argument is going to be different for each individual. Those who use their tools purposefully as tools and just see them as a means to make money will base their decisions off of value, longevity, comfort, etc. Those who polish or like the looks of nice chrome will value ascetics, resale value, etc.
Personally I have all hard handle tools. I tried comfort handle tools from different manufacturers, but didn't fit my style meaning I didn't like how the felt in the way I used them. Even the handles of my NWS pliers got all greased up, but they still wiped very clean with a wd-40 soaked rag. The very soft rubber will get beat up and dirty, but will keep someone's hands much more comfortable for extended sessions of use day after day. I'm not that person, but can understand their mindset when purchasing the comfort handle styled tools.