a bit more color, since I was replying on my phone before…
Sony has done a great job consistently turning out solid performing cameras. I like their image quality, features for price, and the fact that they update their cameras so often you can get older generations for quite cheap (this is true for the FF mirrorless bodies too). I don’t like their menus, their prime lens selection, or their menus (not a typo).
Fuji has gone all in on APS-C and was focused on still images devices for a long time, only recently changing their trajectory. I like their interface, jpeg processioning, dials, firmware updates , and lens selection. I don’t like how they treat ergonomics on their cheaper bodies.
the truth is that the camera industry hit almost universal sufficiency a few years back. most cameras are now “good enough” to do most things without hindering the user. the rest is just preference and budget.