actually, ADATA is up with the big boys like Corsair, OCZ, Mushkin. They are a very good brand, i would highly recommend them. All high end memory modules are all the same. Same PCB by BrainPower, same chips by Micron D9GMH or D9GKX. Except for cellshock who uses a different pcb consisting of 8 layers instead of the traditional 6 to withstand more voltage.