TLDR; wear what works for you until they don't. Also remember everyone has a return policy, so don't feel married to them if you ride them and they just don't work.
I used to swear by PI and then they changed their chamois and I can no longer stand wearing them. Assos Mille GTs are my go to, but Eliel thermals are outstanding for cooler weather. I also have some Gore & Le Col (Strava discount anyone?) which are very good.
Don't pay full price for the high end. Since they can tilt to the poser/fashion oriented, last year's model WILL go on sale for a very nice discount.