Branding is surely an important factor (and very likely the reason why Bitcoin Cash did so well). The non-existent replay protection is another one.
But in the Segwit2x case, the most important "strength" they can claim they have is the support of two old and established Bitcoin companies: Coinbase and Bitpay. The stance these two entities adopt at the end will be crucial for the success or failure of Segwit2x. I predict: If one of these two leaves the New York Agreement, then Segwit2x is dead.
I am up to date on the situation and closing the thread, thanks all.