I'd suggest checking reviews on 3rd party (or maybe I meant 2nd party) websites or retailers that sale their shoes to avoid bias on the companies main page. If quality checks out then thats one thing.

Besides quality you should consider fit since every shoe and every person is different. Try on shoes/boots at the end of the day when your feet are more swollen to get a better feel of what it will feel like after a long hike. I usually recommend a finger width or thumb width of space between your toe and the front of the shoe/boot and go with the larger size if your feet are different sizes. Once you choose a pair, wear it for several hours a day for a week or two around the house to do two things: first, to break it in; second, to see if it feels good enough to keep. If you dont like it at that point, return it.

I would say they are not. I have learned to buy gear from the company that is known for that specific gear.

Hiking Shoes from Merrel or Saloman

Jackets from Northface or Arc'Teryx

Pants from Patagonia

Shirts from REI

I got Northface Hiking boots because they looked cool and I got cooked. The soles were such low quality and greatly hurt my feet.

I prefer Merrill's, or Keen's in terms of hiking shoes.

If you're for some reason happy with their jackets, then probably you'll be with shoes. Personally I would go for a more reputable brand for boots (La Sportiva, Scarpa etc) but depends on your budget.

My best hiking boots were North Face ones. So good I refuse to throw them away and use them for local walks even though they’re no longer waterproof and may or may not have tread falling off. They were the comfiest hiking shoes I have ever owned. I’m an avid backpacker but use trail runners these days except when on boggy/cold/snow terrain.

Edited to add: I bought them several years ago before I really got into hiking so had no knowledge and simply went with the fact that I liked the look of them and they were comfy. Sometimes ignorance is bliss. These days I dislike the analysts paralysis thanks to more knowledge when trying to acquire new gear.

Yes but tend to be a narrow fit. Good grip and durable

TL;DR - Buy a boot that fits like a glove from any of the major outdoor companies.

Totally anecdotal and the shoes' quality isn't in question. I bought a pair of NF hikers that were on sale for my first backwoods hiking/camping trip about 8 years ago. Our first day, we did around 15 miles and I had the worst heel blisters of my life. When I got home I bought a pair of Oboz that I have been hiking with ever since. My point here is more about fit than about the brand. Make sure that you pay attention to the fit and take any minor rubs or pinches into consideration when trying the shoes on. Walk around the store, and climb the rock if you are at a store like REI. A 'minor' rub during a fitting is no joke when extrapolated out to 30,000 steps. Also, keep in mind that for long ascents, your heels will be pushed into the back of your boots. The opposite is true for long descents.

I disagree. Unless you are rock climbing, doing ballet, or possibly running; buying a boot that fits like a glove is a terrible idea.

The ultra is the one of the best!  My dad literally buys 3 pairs at a time just in case they stop making them.  I just purchased my 3rd pair.  Very stable for long days.  My pops puts thousands of trail miles in his.  He's hiked the full Colorado trail in them 3 times

I am currently wearing a pair and find that they fit better and are more durable than Salomons which they replaced. They have performed very well over the past 2 years.