From my own observation, it looks to me that Ultrafire has been more aggressive with its brand name in more recent years, where there are less imitation Ultrafire lights that are marked with the Ultrafire brand. Although, there's still the same amount of the same light being sold by other companies, the knock-offs, largely unbranded, or with some other text. The text can also be special ordered to be customized to your liking, or even your own brand name like WenCree.
From experience, even the knock-off is usually the same, just put together with less care, so there may be some.. niggles. One of my knock-offs has the ring design for zoom and uses a ball bearing under the ring for travel. The one I got only had 1 ball flopping in a pocket much longer so the ring just spun freely, which confused me.
I inquire to seller who basically repeated the description basic specs, but it was China, so a deep explanation wasn't coming. Eventually, I cut a pen spring to place as a mount to the ball in the pinhole. Works fine. Not gonna complain for $6 test purchase.
Thus far, I haven't seen a light with a good zoom, which is probably the reason not too many brand names feature it. Perhaps, Vizeri?