When I went for a driver fitting 18 months ago I went with the set intention of not coming home with a Taylor Made as I had been playing the Burner 860 for a couple of years and fancied a change.
Despite hitting everything else I came home with the R7 Superquad because it was simply better than the rest - for me.
The only time I don't like TM stuff is when they get the face too closed on the draw/game improver stuff but I suppose that is why there are so many options - to appeal to all golfers.
Callaway do exactly the same, I think the last shop I went in to had the FTI, FTIQ, FT 5, T9, Diablo, X460 etc etc and this is not including the draw/neutral options.
Even Titleist now have three drivers in their range, I think it is more manufacturers wanting offer a solution to all potential customers rather than simply wanting people to trade in for the latest and greatest.