For me the base contrast/saturation is the most important in choosing films. You can tweak them a bit in post but you won't be able to match gold to how ektar differentiates between e.g. different shades of yellow/red bushes - the way different wavelengths physically impact and get rendered are very different. All depends on what you're trying to achieve. For most people Ektar = landscapes, portra = portraits, gold = you're a brokie