Negative Brand Bias?

I really like the new CAO CX2 (the only one I like). Great taste, nice burn! However, I have never smoked a Ghurka that I enjoyed. For whatever reason I can't get past the taste on any of them. They are undoubtedly doing something right due to their huge sales volume. Love the RJ Reserva stix and ALL of the Sancho Panza stix.