I have experienced this. I at one point “downgraded” from a Wilson Yvette to a Scansonic MB-6B. Beyond just me, I had a few other folks agree it was much better.
First off, many speaker manufacturers are just plain out expensive. Sometimes fancy build qualities and finishes add extravagantly to the price.
Second, most times it’s the room. In my case I have a 19’x23’ room with sloped ceiling up to 18’, but I could only afford to give 48” between the back of the Yvette and the wall, and it really required another foot or two to sound best. The Scansonic just sang with that amount of room.
Third, it comes down to electronics matching. Some speakers just work better with the sonic signature of some amps, preamps, etc.
Last, speakers are just all voiced differently, and each builds a different relationship with individuals. Sometimes the one you fall in love with is the one that nobody else agrees with, and that’s perfectly okay.