You have to know enough to know who is actually building the good stuff, and who is building good-looking marketing.
The sofa I got had one in-store that was cut in half at all levels, so the construction and materials could all be seen. Any company doing that is probably going to be pretty solid, and if not, it should be obvious.
should but yet online sales of furniture is not a small market
Unfortunately some very comfortable furniture turns out to not be long lasting, as I discovered, even when moderately pricey. Steel frame sofas can bend and break under repeated use because the steel is so thin - if you can bend it by hand, it will fail eventually.
Durability of furniture is harder to measure even if you try it out.
Edit: re-reading almost reads if I'm still at my parent's house couch surfing. I'm not a zillenial. I'm in my place with that furniture from back then.
You can see that from the number of "small brand" insta-entrepreneurs. People will readily shell $80 for the latest trendy item they saw in a sponsored insta-ad, believing they're buying a branded product. In reality, it's the same $20-$30 item sold on TEMU, with a brand name slapped on it.