It can be a good idea to include non-Hilton brands in evaluating points value. A points stay at a vastly over-priced Hilton might look good, until you compare the cash price at (often) more sensibly priced stays at perfectly nice IHG/Marriott hotels, for example.

The Hilton brand is an extremely powerful marketing tool, and it can be hard to find rational justification for prices in terms of comfort or perks: so it's sensible to keep eggs in more than one basket if you can.