It's complicated.
As with most things, the internet and better communications have killed off almost all of the poor flash heads, so it's now hard to buy a (new) bad one, unless you go for one of those terrible cheapies with fixed reflectors from eBay or Amazon.
That leaves us with Godox, who have killed off nearly all of the competition, and their flash heads are OK, although some of their other products are poor. There are a couple of niche makers outside China, but their prices and VFM means that they only appeal to their diehard fanboys.
Softboxes and fabric beauty dishes - AFAIK now all made in China, regardless of the brand name on them, and nearly all made in one of two large competing factories, with the exception of the Godox brand, which I would avoid.
The firm I was involved with dealt with one of these factories, which made everything from complete junk to the very best, and the very best are made from materials made in Vietnam. It isn't the job of either a factory or a retailer to tell customers what to buy, so the vast majority of people, who know no better, buy the junk.
Generally, when people talk about the quality of the light, they are really talking about the modifiers, not the flash heads.
Sadly, less and less people now understand lighting, and this may be due in part to technological advances, better editing software and excellent high ISO performance, leading people to think that they can fix any problem in PS and that lighting is about quantity of light, not about understanding the laws of physics - creating less demand for quality products and pushing cheap crap forward. I think that some of the misleading and awful tutorials, including many on YouTube, also adds to the lack of understanding.
I disagree about umbrellas, far too uncontrolled I think, and I only use them for on-axis fill.
I agree 100%, just marketing BS.