Just my $0.02 here, but I don't think SBD is stupid. They may be greedy, but they aren't stupid. SBD just build a massive new, "fully" automated manufacturing plant in Texas, are sourcing USA/NA made steel, and are focusing on quality, made in the USA hand tools, at a reasonable pricepoint. Now, I don't know how much of the marketing will be true, but I expect in the near term they are going to run pretty close to cost on a lot of their tools, and slowly raise them, or start with some intro coupons/sales. I'm sure SBD knows that the brand is somewhat tarnished and needs to be rebuilt.
That said, at least for me, SBD has a pretty tall ask. HF tools today are heads and shoulders better than what they were when Sears was running Craftsman into the ground. I don't own any Icon tools, but they seem like an amazing value, and a lot of the pittsburgh pro stuff is solid. HF also allows me to easily warranty stuff, and there are now a million stores about the same distance to me as anywhere I'd buy any other tools (outside Napa, Autozone, etc. brands).
The biggest things, to me, outside of quality, price point, and made in the USA will be; can I swap without a receipt? Are the sets full sets (no skips)? Will there be singles available? How much do I have to pick and choose, vs just saying "x brand is good".
When I was younger I felt that Craftsman just hit the mark. USA made, quality, affordable, and I could walk into a Sears and pick out any tool from the brand and get something that does the job. I do not feel that way about Husky, def not about Kobalt, and Craftsman lost me after some too cheap sockets and a terribly designed torque wrench.
To me, today from what I'm reading and experiencing, Tekton and Gear Wrench are filling that void. The only downsides I have with either, outside of country of origin (which doesn't kill me, but I'd love to see made here), is that they are hard to get. I know Lowes was expanding their in store Tekton line, but it's still not at my local location, and with the incoming Craftsman I'm worried it won't stay long.
As an aside, I would gladly pay a bit of a premium for Snap-on, but not what they are asking. I think Snap-on is mostly living off their brand rep and heritage, and the fact that getting tools replaced, especially when your driver changes, is such a crazy hassle isn't something I'm willing to deal with. If snappy had a more reasonable price point and were easier to buy/replace, I think I would spring for their stuff. As it stands, I think the only thing keeping Snappy alive is the heritage, brand name, and high pressure nature of the Snappy fans/sellers.
Edit: Just to be clear, I'd love to own Snappy, and especially sockets, ratchets and a box or two. I'm just not a fan of some of the above.