IMO-
It’s about marketing. Gen1 then Gen2.0, then K2 then K3 and although they have made mods to the original K3 that change has not been publicized too much besides reading through threads here on pack reviews.
If the company doesn’t make yearly changes, new frames, bags, etc then there isn’t much to talk about. When others dive into marketing clothes, tents, or more and more bag options they get talked about more and that leads to their backpacks being brought up more.
each of the top 3-4 companies already mentioned make good products- but NONE of them fit and feel the same with day weight or heavy weight.