Whats the deal with North Face?

The last couple months I have decided i really wanted one until aFriend said but everywhere you go you see NorthFace and he has a good point because every time i leave the house i see someone or several people with the fleece on in the color Black with the white logo on the front and back so i have decided Not to get one.I did go to an REI store today and decided on a Black North Face downCoat that does say NorthFace on the front and back of the Jacket but it says it in black so it won't stand out like the logo in white.Also is Mountain Hardwear better than North Face or is it just the price difference or is it warmer?