I think some of the cordless tool companies hurt themselves by have so many options that sound so similar to each other.
One of the products I sell is tools and on a near weekly basis, people call me and say 'What's the difference?'
Luckily, for myself and my customers, I am a tool guy. It pays for me to know what the difference is. My Milwaukee rep. is the best about this. He will actually make sales calls with me to help show customers the right tool for them.
Brushless is the big deal right now, at least as far as the customers I'm dealing with are concerned. Currently, it seems that Milwaukee has a more complete brushless line, at least in the 18v/20v segment. The 12v segment hasn't really mattered in my market. Milwaukee is of course more expensive, but the available variety of bare tools seems to make up for that.
The DeWalt brushless has been very well received. My customers with them have been very happy. If the drill/driver and impact driver were used considerably more than any other tool, it would be a good choice. I like the compact size of the DeWalt tools, but I don't have enough usage with them to be of value. DeWalt is also manufacturing some of their products in the US, so that would be a factor for me as well. I'm not sure where the DeWalt brushless tools are made.
*Sorry, the above drifts off topic. I did not mean for that to happen. What is relevant: DeWalt Brushless=Worth It!*