Yes, there is no "One Size Fits All" when it comes to keyboards. It is a personal choice and eveyone makes that choice on which sounds best to them and suits their playing style the best. And when you hear demos that are built around the strengths of a particular keyboard then they all sound pretty darned good. The big difference is when you want to play some sound or style in particular .... then the results are very different from machine to machine. And it's not only the styles and sound design that is unique to each, each has it's own tonal properties ie. I have often found Rolands to be bright and present while Korgs tend to sound warmer and more mellow, Yamaha's sit somewhere in between. All those can sound great in the right setting .... and likewise can sound not so great in the wrong setting.

Nothing is black and white here. Personally I wouldn't buy a keyboard based solely on recommendations. Nothing beats getting out there and trying them side by side and making up your own mind.

For years now I have been using a Yamaha Motif 6 for live band work. It's not that I am all that thrilled with the sounds and I really don't like the UI at all .... but as a practical package overall it works well for me on stage so I balance the negatives against the positives and if the positives win then I can live with that. I don't expect any keyboard to fit me perfectly. But knowing that allows me to carefully weigh the choices I do have against eachother.