There are many factors that can kill a winch either name brand or budget. Heat and water are the two biggest enemies. I spent many years running heavy wrecker recovering semi trucks and in a 4x4 SAR group recovering vehicles in the woods. Both overuse (long heavy pulls without cool down breaks) or complete lack of use have always caused the most damage. getting a winch hot then splashing it into a creek or puddle will cause it to quickly cool and suck water in thru seals that are normally water tight. A lot of winches are located tucked away in a bumper or other confined space and do not get the air they need, they get hot just from the nearby engine heat and attract condensation when cooling. Running a winch line in and out during routine maintenance will help keep the grease properly spread around and in good condition and activates the electrical contactor helping prevent any corrosion building up. (if you have used the winch on a trip, take a couple of minutes at camp or a stop to pull out the cable/rope and wind it back on the drum evenly with light tension, this will keep the line in good condition and ready to work while helping to purge any moisture built up within the case). I apply dielectric grease to exposed terminals and check for loose or corroded connections. I have run Warn winches on my rigs since I was 18 and purchased my first CJ5, never had a failure to date (knocking on wood..lol) That being said, I will not buy the platinum version or the VR series winches from Warn, the platinums are all electronic control and you can not even operate free spool manually, the VR is just a more expensive import. There are plenty of other good winch manufacturers out there (Mile Marker, Sherpa, Comeup and others) and I have seen some really good performance from the newer Badland winch, they are inexpensive and watching the youtubers beat the heck out of them, seem to hold their own however with my HF experiences I am not going to trust one for as far off highway as i go solo. We have a Smitty 10k on the front of the WJ, and so far it has worked well. There is a reason wreckers use hydraulic winches, they will run hard all day long. The old PTO winches were real workhorses until your engine died then useless. Not a bad idea to plug in the controller before each trip and make sure it powers in / out and free spools, reducing the chance that you leave with an already defective winch.
Remember a winch is a tool that needs to be maintained so it can possible save your hide, similar to first aid kits etc.