We found 150 different brands of carbide endmills headquartered in 27 states. Undoubtedly, some are private label, manufactured by someone else, but it is still a lot of choices. And we might have missed some.
This fragmentation in the market may illustrate the challenges of milling performance, that it is considered an ever moving target. No one has it all figured out or they would dominate the market and reduce the number of players. The current prevailing method is to try endmills from different suppliers until you find the one that works well enough, or provides "what you have to settle for" performance. Trial and error.
A secondary cause could be that for many endmill manufacturers, half of their sales are for specials. The question is are the specials for part geometry requirements or are they chasing performance because standards are not working well enough?
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