In 5 years, maybe more.
I've not had trouble with any of mine, so maybe a bad batch or heavy wash, you'll never know. Originally bought from i4d and most recent was elite. They are slightly different but not by much.
I woukdnt say it was softer, maybe a deeper pile but the ubdr always seems to suck up more water and still dry better.
Tbh both are probably the best towels you can get. You won't be unhappy with either purchase. My decision originally was made up by who I was ordering from and which they stocked