I would think there are many like me who haven't really decided yet or just don't have one.
My favorite company ( for just the company itself ) would be Buck because they're a family owned business who treats it's customers right.
I'd never really hesitate to buy a Buck or Victorinox knife , but because I really love a good old fashioned carbon steel I can't really call either my favorite for the knives themselves.
If Victorinox or Buck offered knives in something like 1070-1095 without a major cost difference I think I could easily choose both as absolute favorites for EDC.