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juliemy is impression is always that they are trying to give an honest assessment of the various aspects of the card's preservation--and occasionally, original quality (centering, photo or lithographic excellence (contrast, clarity)--and that, for this service, they have charged money for their time, effort and expertise. I guess, if I did collect graded cards, I would buy GAI-encapsulated ones as often as possible.
Since they're all coming out of their slabs, I don't consciously look for a particular "brand," but at the card inside.