True that. I'd definitely lean towards the Zooz or Innovelli over the GEs if budget is a consideration. The new Enbrightens are nice, but costly. Zooz Zen-27 is presently going for $27.95@QTY 1, the Innovelli Black Dimmer is $31.97@QTY 1, and the Red Dimmer is $38.97 while the GE is $79.99 @ QTY 2 ($39.99 ea) -- individually, they are $44.99 each!
Tough call. As @JasonJoel has pointed out in the past, the GE/Jasco stuff generally "just works". I think they're feature limited compared to the Zooz and Innovelli, but sometimes that is a better choice from a stability perspective.
Personally, I'd probably build out with primarily Zooz, then add Innovelli Red's in where I wanted/needed notifications or Fan Controllers, and use the GE/Jasco Zigbee and Zwave-Plus in wall outlets for mesh enhancement. If I had to pick one brand, I'd prefer to go with Zooz, but the Innovelli fan controller is just the bees knees, and the Red LED bar is really useful, so I'd likely end up with a mix of Inovelli switches.
But...I don't have to, so my network leans towards Zooz, with a smattering of Innovelli, and a couple of GE/Jasco/Honeywell's (I have two Honeywell Zigbee switches strategically placed to provide Mesh support to my HBFC controllers).