Olight makes great flashlights, that are feature rich and always on the edge of performance. They are well made, perhaps one of the best of all the Chinese-made brands, especially considering that they pot most if not all of their lights. They are a great gateway, and also great for general folk who aren't tech savvy or don't care to have to learn how to use a flashlight.
They have a very strong marketing approach, and have a great handle on driving interest in limited edition products in enough quantity that they 'infect' everyone. Their marketing team is really truly stellar, they know exactly what to do and how to push it to get great results.
The only valid complaints of Olight are lack of variety in emitters, particularly less neutral/ warm and no HCRI options on the whole, and their use of proprietary batteries in some of their lights, necessitated by their bespoke charging systems.