None of those FPGAs are midrange. This is the low end.
As far as performance goes, Artix is the fastest of those listed, followed by CV and ECP5, which are approximately the same. Also Xilinx allows you to utilize the full potential of Artix chips for free, while others are not nearly as generous. ECP5 is on the ridiculous end of this, when you can use everything on a chip for free, except transceivers - this you will need to pay money for. Also Xilinx is the only one which offers a ton of free IPs to use with their devices, like DDR2/3 memory controllers, while other vendors want you to pay for it. It's not that big of a deal for commercial customers (as $3k/year is not a serious amount of money), this is definitely a pass for hobbyists and other cheapskates.
As for the personal preference, familiarity goes a long way in this business, but they are not THAT different unless your designs ride on the bleeding edge of performance and thus will force you to optimize your designs for specific FPGA architecture. This only applies to "fabric" designs, if you want to utilize hard IP blocks or specific IO block features (like SERDES for example), then these are obviously differ quite a lot across FPGA families.