??? Established Manufacturer or Take A Chance ???

With the proliferation of gear makers going belly up I got to thinking about this...
 You are getting pretty long in the tooth & have an itch to build what will most likely be the system playing at your wake,hopefully not for another 15 years give or take...
 Lets say you already chose your speakers & are now looking to get the amp to drive them..You've done the shortlist,spent some time running around to demo components accessible to you and narrowed your choices down to 3 or 4 pieces...
  Here is your conundrum.. 1 or 2 of your choices are made by long established manufacturers & the others are fairly new in the industry,say 2-3 years and priced around 20% less than the well known models...
 Remember,EVERYTHING else about them is equal...Do you pony up & buy from the well established makers or do you take a chance on a new to the industry maker & save some coin?Please expound on why you decided the way you did...