No doubt it's biased. But it's biased based on fact. There's legitimate reasoning behind it.
Regardless of opinion, fact is; of the more expensive aftermarket suspension options for the 4Runner, Icon is the only one that uses digressive valving. Valving that's used mainly in car shock absorbers.
I'll give the reasons why I chose Radflo over Icon and competitors.
First, I was disappointed that Icon was building lower end shocks for the rear. It would always seem like a constant upgrade cycle from the old 2.0, to the VS2.0 to the 2.5 piggyback, and now they have their 2.5 with res. Their 2.0 rear shocks would also have horrid reviews, and multiple failures. Radflo from the very beginning built a 2.5 with res because they knew it was the best. I wasn't interested in a constant upgrade cycle of new products, I wanted the best. Icon finally has settled on a nice 2.5 with res which is great, but the fact that they didn't have that product when I was looking really irked me.
Also I was quite worried about the top hat design of Icon's front coilovers. There were quite a few threads about them breaking.
I also didn't like the digressive valving that Icon used, it made me wonder if they were just selling you a product that was just something cheaper rebadged and offering great support on it. For a long time their 2.0 rear shocks appeared to be just that, someone else's crappy product rebadged.
Also of note, I do know that high end digressive shocks exist. I run high end digressive custom valved Ohlins on my Evolution X and they ride amazingly well compared to the JICs I ran before which felt very linear, but I knew I needed something more linear on my truck for the bigger hits in the dirt to prevent bottoming out. I can see why people love their Icons though, digressive shocks feel great on the road, very controlled yet give easily for big hits, but it didn't quite fit my use and intentions for this truck.
I was very close to buying Fox for the name, but I eventually steered away because I realized they had multiple lines. I couldn't buy the same quality of product that trophy trucks would run as an OEM setup, it seemed like a completely different parts stack. Radflo doesn't have multiple lines, they offer the same level of product for you as they do on trophy trucks. Same barrels, same pistons, same shafts.
I also considered King, but was disappointed to find out that to adjust the height you have to remove them from the car.
Also what sealed the deal was the fact that Radflo ended up using Overland Warehouse's valving for all their 4runner applications over their own because it was that good. Knowing that I wasn't buying some generic valving that was perfected on another similar vehicle was a huge plus. It really is a top notch valving street/dirt compromise, and I've ridden on a lot of coilover systems in the past. You can really tell the OW guys put a lot of work into perfecting it. Most of the other coilover manufacturers give you a generic valving that is shared across many platforms and isn't specific to the 4runner.
That's my 2c, hope some of it had some value to you.