The very nature of Android means that there are options. And as more companies pop up selling their devices online, contract-free, those options keep expanding. There has never been a better time to be a fan of Google’s mobile operating system, as the software has a ton of features for the end user, and there are some truly high-end, impressive smartphones out there to sift through.

Motorola, LG, HTC, Samsung, OnePlus, and many others have all made ridiculously good devices recently, and used those devices as jumping off points to, in some cases, make even better handsets. The flagships from each of those companies are certainly noteworthy in their own ways, and if anyone chose one as their daily driver there would be no reason to fault them for that decision. There’s a lot to like there, from screen size, resolution, processor, a lack of pre-loaded software, or the cameras outfitted inside the casing.

But what if all that choice doesn’t matter to you?

A friend of mine recently picked up an LG-branded G4. He only did it because the sales rep had convinced him it was the better option of the Android-based devices he was considering. It didn’t take long before he took to Facebook and started ranting about how LG’s device, while perfectly capable, “wasn’t an HTC.” A day or two later he went back to the store and exchanged the G4 for HTC’s latest flagship, the One M9, and, as far as I can tell, he’s perfectly content in that decision.

This friend of mine used to be a diehard Nokia fan back in the day, and that love eventually transitioned to HTC when he started using Android. He’s been using only HTC devices ever since, aside from this little detour into LG’s ranks, but I barely count that as a deviation. He’s an HTC fan, and that’s great for him, but now he flat-out refuses to use anything else. Motorola, Samsung, or even a future device from LG, will apparently not even get the briefest moments of consideration from him, no matter what they launch.

I know a few people like this, and not just in the Android world. When a friend of mine was using Windows Phone, he only used Nokia devices (this made sense, of course, because it’s not like the platform was seeing a lot of support from other manufacturers), and another friend of mine won’t use anything other than Apple products.

We all have our preferences, and sometimes that preference doesn’t just focus on platform, but also manufacturer. It’s not enough that another company might use Android, too, and maybe even have features that another company doesn’t that someone might want. Sticking it out with one company, due to a proven track record, is something some smartphone users refuse to change course on.

I’m definitely not that way. I’ll use any handset I think might win me over, especially if there’s a happy balance in what I’m looking for in software and hardware. I love that there are so many choices these days, especially as Android phone manufacturers put a bigger focus on the camera(s). I don’t feel constrained by only having one or two options anymore, and that’s amazing.

And it’s only going to get better!

But I want to hear from you. I’m curious if you have kept your smartphone decisions under one company’s banner for years now, or if you switch companies based on the phones they release. Let me know!