Well, to be fair though we're not talking about rifle dies right now - we're talking about carbide handgun dies
. From Grafs for example a Lee 3-die carbide set runs you $32. The Hornady set is $43. The Lee dies do indeed include the shellholder, but that's only a big thing for a while. Given the number of cartridges that share a shellholder after you get a few die sets you're mostly getting duplicate shellholders each time.
Working in the 100 free bullet deal the Hornadys come out to a better value, and I like them SLIGHTLY better than the Lee sets. Once that expires though I'd probably be back to Lee again.
For rifle dies I will admit that if I buy new I typically buy Lee sets, but since carbide isn't an option in rifle there are a lot of good used die sets out there and I'll often look used first (and hence I have rifle dies from just about every company except Dillon - whatever I can find cheap
).