When I bought my 40" a couple years ago, "Totron" was the mid-range Chinese brand that everyone was recommending. They were known for having better quality control than most of the other factories in China that were pumping lights out. I paid $380 for a 40" straight bar, and this was 2 years ago when they were still pretty expensive, even for the Chinese ones. Even after TONS of use over the past 2 years (I use this light bar a lot), the only issues I've had are one LED bulb that has burned out, and a tiny bit of moisture that gets into the left side of the bar after heavy, heavy exposure to rain. The moisture issue has only happened twice, and both times it was after spending an entire day chasing thunderstorms. It results in a very light buildup of moisture on one side of the inside of the lens, (just a couple inches long), which cleared up within 48 hours on it's own both times.
Unfortunately, it looks like the name "Totron" is all over internet listings (especially eBay) for light bars that aren't actually made by this company or in this factory anymore, so I'm not sure if the brand even still exists. It seems like the name has just become synonymous with "knock-off Chinese light bar" instead of actually being a brand.
So with that in mind, I'd recommend what everyone else has said thus far. Just make sure you're getting a warranty and support that is good in the US, and is US based. The Rough Country example you stated is inline with that strategy - they're a US company that tends to sell more economical products, so they'll sell you the same Chinese made light bars you're seeing all over eBay, but it'll have their name on the side and you'll get the piece of mind of being able to go back to them if you have any issues. Unfortunately, you'll pay a markup over buying it directly from China yourself (or from a no-name distributer in the US that also won't stand behind it), but that's the price of piece of mind I guess.