Keep in mind that there are a LOT of "new" collectors, who don't really
know anything about those days. They've HEARD about Altair, they've HEARD
about Apple, they've HEARD about Compaq, etc. Therefore, they are
likely to be more interested in an Apple ][ than in a Jonos. They're
likely to be more interested in an early Compaq, than in a Coby or an
Elcompco.
Therefore, although rarity would seemingly be an important factor in
collectability value, name recognition goes further.
'course it could be argued that "significance" of the item counts.
THAT is why an Apple 1 is so highly prized.