We all get to buy new shocks for vehicles so rarely that almost all of our data is drawn from such a small set that biases are hard to avoid... I know mine is.
So, FWIW and YMMV, I have factory Bilstein shocks on my 2001 Tacoma DC 4x4 TRD, and I installed a Bilstein shock + spring kit once upon a time on my old Jetta. In both cases they were durable, great-performing shocks and springs, but never dropped my jaw.
The Old Man Emu shocks + springs kit I put on my 1988 Cherokee XJ was simply **transformative**. The ride quality off road was superb, and the on-highway ride was vastly improved over the standard setup. A modest lift of about 1.5 - 2 inches (4 - 5 cm) allowed better clearance without other compromises. After ten years of Midwest winters they're still going strong. If (or when) I upgrade the Tacoma, I'll be hard pressed to move away from OME.