Bingo...I've been buying & using Milwaukee tools (corded) since before they were "cool". Before that I was a Makita guy. It may just be me, but I think Makita put cordless tools on the map. The 9.6V "stick" battery drills were cutting edge back then.
Not that long ago...V18 stuff for example, Milwaukee had very limited offerings...you had your standard fare Drills, impact drivers, and a Sawzall and Circular saw but not too much more.. Those were the DeWalt days..Milwaukee had 5-6 tools and Dewalt had cordless pencil sharpeners available. I think DeWalt dropped the ball hard when they didn't refresh the tried & true NiCad lineup with new LIon stuff. Everybody else had gone to Lithium and DeWalt was still pushing the old school style tools. By the time they refreshed the lineup, it was too late.
Being a "Milwaukee guy" for a long time, I am LOVING the fact they have all kinds of doo-dads like Sharpie markers available...

and yes I do plan on getting that new bag they just released to tote my work laptop around in.
IMHO the win here is they offer everything from the 99.00 entry level drill/driver to the top of the line Fuel with big batteries...everything interchangeable in between.