Interesting topic. I agree this is really subjective and has some strong regional variation. I'm from Vancouver so Syncros and Race Face are two hugely popular brands. Kooka on the other hand wasn't seen much around here. Ringle, Cook Bros. Racing, Nuke Proof, Thomson, Salsa are other brands...
Alternate view here - go with friction shifters. If you want new I've heard good things about Rivendell Silver shifters. Otherwise, just get some vintage suntour or shimano XT thumbies.
I feel that it was very common for companies to modify spec's throughout the season - that can include components, but might include finish/paint and potentially tubes/frame designs. I'd view the catalogue as the product managers ideal concept for the bike based on his/her perception on...