The amusing thing is... the masses want cheap, and the importers are always asking for cheap from China. So what does China produce? Cheap products. If we demanded quality and didn't buy cheap, their output would be different.
People tend to buy cheap and complain or not realise the difference. But as an Aussie manufacturer, I find it difficult to compete with China when there is little recourse for faulty goods. ie.. someone buys something from overseas, it breaks or doesn't perform as expected, and it's thrown in the rubbish. Yet if it was a product I designed and manufactured, they would be coming back for a refund or exchange. So my products are high reliability, high quality. Educating the customer on the difference is hard work.
Which leads me to my next point... education on what makes a good tool bit, so good.
I use a lot of small bits 1/8" and smaller... down to 0.6mm. Majority are from Precisebits in the US. I have a lot of 6mm, couple of 4, 8 and 12mm bits, all of which are Sutton. I don't use Chinese bits (except for one awesome V-Tip I got with my
CNC). Tried a few China bits early on from ebay and just wasted my money.
Otherwise... to know the difference, I really have to spend the time and money to buy several different brands. I've read some bad comments on Sutton bits, however so far they have done the job for me. However I need very sharp and low friction bits for machining materials like acrylic. Usually 3 flute. So it's difficult to consider what others recommend and report, and I'm sure I lack the machining education to tell some of the differences to look for with comparing brands.