I'm still in love with Mike's. I prefer it to MdC.I think it's the competition itself between brands that's fueled the motivation to improve bases incrementally over time. The basic concept behind capitalism in general. If somebody matches your product you either have to make it better, or cheaper, to remain competitive. So in a sense, they've all contributed, whether by starting the race (Mike's Naturals), (Mystic Waters) or by "finishing" it (Grooming Dept), (Ethos)
I put finishing in quotations because, of course, it's not actually finished, they're just the leading innovators of the arms race at this particular point in time.
Mike's Naturals hasn't improved their base for many years, but they were the OG artisan that set the bar that had to be surpassed, so they still contributed to the push, even if they aren't necessarily a current leader...see what im saying?