Sometimes I wonder if that's intentional. You won't suggest the WF-1000XM3, so you recommend "the Sony ones", and your friend goes to their preferred store where the XM3 is unavailable/out of stock and just orders some lower quality/older generation Sony ones rather than a competitor
But then that friend hates his earbuds and tells everyone how much Sony products suck. So in the end it hurts the brand. That's why having a small set of quality products with good names is best.