Matching brands?

I noticed how some people like to buy a brand of speaker and stick with it for other speakers in the same setup because they tibre match or whatever.  My question is for all you with tons of experience how much of this is really true?  Everyone always says to listen and whatever you like is what you should go with, and I agree, but it almost seems like it could be logical that speakers designed by the same company might work better with certain other equipment by that same company.  O no i've gone crosseyed, but really if that question makes any sense to anyone what do you think?

That reasoning does apply if the reputable company specifically lists the speakers to be used, or are best used, with other pairs of their speakers.  Like component sets used with each other and with a particular crossover.  Otherwise, speakers are made to fit different price points.  Sometimes you'll be auditioning speakers at a good shop, and find some of the same brand that sound great with each other, as opposed to the sound of mixed brands.  But that is mostly due to having good saleshelp who know how to close a sale and help you out at the same time.  Because if its all the same, a good salesman will keep it simple with the same brand and close the sale quicker.  But he will still keep you in the same line of the brand, such as the Lightning Audio Strike series as opposed to their Bolt series, for example.

I feel that using all the same brand connotates "being sold", like a package deal or something.  Whereas mixing brands makes one believe you have researched and auditioned to find exactly what you liked best (money is no object...).  I'll usually try to find the drivers from different brands....unless, of course, I get a package deal...;)