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I use a Milwaukee 18v drill and separate driver.
I have a ton of Milwaukee tools.
In Canada trades are about 40% Milwaukee, 40% Makita, 20% Dewalt. Dewalt has a new line of 20v tools that are very good. Most tradesmen have a lot of matching tools and batteries though, so a new line is slow to catch on.
The only Bosch I see anyone using are the big SDS drills and laser levels/layout tools. Bosch owns those categories.
Re secret tools, don't get anything odd you can't get serviced locally.
A tradesman needs his tools to work.
That might be why you don't see a lot of less popular brands. Stick with companies that have good support.
I want a really fucking great cordless power drill, good enough for any household to heavy DIY - what do I buy? budget is whatever it takes to get something great that never leaves me feeling under-drilled, that doesn't pack up after two years.