I think it's important to evaluate what your priorities are, because there are several great options.
Does your system need to be portable or studio based? How important is light weight and bulk? How much power do you need? What types of modifiers do you want to use with it? Can it be plugged in or do you need battery power? Is access to rental gear important? Does TTL matter? HSS? What triggering solution capabilities are important? How important is cost?
If you are in the US and access to rental gear is important, Profoto has an advantage. The connection system is quick, reliable and flexible (variable depth). Great reputation. I've had and seen a number of reliability issues, firmware problems, etc recently. Not sure if this is a trend or an anomaly. Historically they have been solid, but if I were considering investing in new gear today, I would get to the bottom of this question to know if there is a recent problem.
If you want more power and capability per ounce and per dollar, the Godox system is pretty dominant. The connection system is quite flexible. On camera speedlight and strobe systems can integrate seamlessly. Godox is also innovating in very useful ways much more quickly and thoughtfully than the other players. This system is already great and is most likely to stay ahead in innovation.
If battery powered and high powered portability are your priority, Elinchrom has a strong advantage (and you need to pay a LOT more for the next similarly powered--1200 WS--option). Elinchrom also has the best modifiers for my taste. Elinchrom has, arguably, the worst connecting method of any professional system .
Broncolor...how much does it cost? If you have to ask, you can't afford it .
Paul Buff low cost, lots of innovation in many ways, some interesting high speed capability which usually costs more but...serious reliability issues.
Bowens (also sold under Travellite by Calumet, etc) is a workhorse system and it's universal connection system is secure, certain and the most easily available. You can get modifiers set up for this system at any quality level or price point you wish. There are many other systems which use this connector, too.
I wouldn't say any of these are a bad choice and I know people whose judgement I respect who have gone with each choice. And, to a degree, you can adapt modifiers between systems.
In good hands, any of these systems will sing. In poor hands, it doesn't matter what you have . There are differences in the quality of modifiers (I certainly have favorites), but it won't make or break the image either way. If you have a system you like and invest the time to learn to use it well, you will be happy.
Much of what you are paying for is reliability (across a number of measures), convenience, portability, power, compatibility and good design. In some environments, reputation will matter (some customers want the snob value). There are other measures and features, but those above dominate.
By design, I include how well it throws light--a small percentage of photographers will care a lot but most normal people and even normal photographers will neither notice nor care. As an example, Mola Beauty dishes do a better job than others to my eye. But unless you shoot them side by side, almost no one can tell and the photographer's skill counts for 95%, so at best you are bumping from an A to an A+ in the best hands .
Personally, the Paul Buff reliability issues would take it off my list.
Godox gets my vote as the best choice for maximum portability, great flexibility and low cost. Plus it adapts easily to Elinchrom and Mola modifiers and the bulb design lets it punch well over its weight, especially in parabola-like modifiers.
Elinchrom gets my vote for sheer power, fantastic design and modifiers.
I require battery power, portability, great modifiers and sometimes the ability to shoot against sun.
These are the right answers for me. The right answer for you depends on your priorities...