I prefer Japanese made USHIO. But more important than brand is where they are made. Chinese bulbs are wretched. GE label embraces both high-quality products and utter junk, again, depending on place of mfg and price point. You kinda get what you pay for, but with the exception that upper end product pricing can be all over the map, even for the same item, depending on the specific distributor (with photo and AV houses generally being much higher than dedicated bulb suppliers). But if you're just paying a few bucks a bulb, you have reason for suspicion concerning quality and longevity.