I think you are generally right... better well know brands are in general better because they have a reputation, and usually they have a bit better research that goes into it. But that is not always the case.
I compared 3 company's bulbs. Philips, Ushio, and EiKo
First Philips, 150w @ 4000k 80 CRI = $46.99
MHN-TD M81/E 150W/842 RX7s 1CT
Sylvania, 4000k 80 CRI = $45.69
Ushio, 150w, 4200k @ 80 CRI = $30.40
Euroflood™ - Metal Halide - General Lighting - USHIO
and EiKo, 150w, 4000k @ 70 CRI = $29.42
Eiko-Ltd.com Products
Yes, you will get a bit better bulb for the money, as a lot of these bulbs are not intended for the home grown gardener with discerning tastes, but the commercial and industrial lighting uses where people don't care so much.
I have used Ushio in the past, they make some good bulbs, bad bulbs, and great bulbs, you just have to check the specs. I believe they can make every bit the same bulb as philips, sylvania, or GE, but you have to watch the specs, as they are not all equal. I am currently using a Ushio bulb. I have never used Eiko.
Be careful though, I have had some cheap aquarium Metal Halide Bulbs last only 2 months! Now I think they were not rated to be hung upside down... but still, really really cheap you want to stay away from, but I have had good success as long as I read the specs carefully, I was not always that way. My rule is: "If it doesn't say, Stay Away!" If you find a bulb in home depot and it doesn't say the specs, don't even consider it... it's likely to be the furthest away you can get from what you want.
the only experience I have with "Light of America" was the home depot/lowes store compact florescent built in flood lights which have the ballast built in. That is a seperate issue if those are the bulbs you're referring to, as the built in ballasts are usually the problem not the bulb. I have not had any luck with home depot or lowes lights because they just have junk lights, CRI in the 60s, and color temp either too warm or too light.
I am a firm believer in that you get what you see, if it has a high CRI (80-90%) and color temp of 4000-5000k then and life span being equal of the other comparable bulbs from GE, Sylvania, and Philips and it's half the cost, then I WOULD go for it. Just because they're big names doesn't mean they are THAT much better, probably a bit better, but we don't really have any good way of measuring or comparing fairly.