What makes Allisons better than another design?
Simply put: Sheer mass.
Back in the early 2000's when GM started putting Allisons in their HD trucks, if you put the Allison on a pallet beside any of the competition's transmissions, or even GM's 4L80E, there was no comparison. The Allison was much larger and the internals much beefier.
It's not as much the case anymore, because all the manufactures now have a transmission that rivals the Allison, but back then it was a distinct advantage.
Now it's a matter of finding a new gimmick to distinguish yourself. It appears the current trend is to add more and more gears. We're up to 6, with 7 and 8 on the horizon. I would not be surprised to see a reliable constantly-variable transmission for HD applications within the next 5 years.