Why The North Face behaves differently to every other house
The North Face is bought as a system, and a system is only as good as its weakest pairing. A shell over nothing is a raincoat. A puffer with no windproof layer over it is a jacket for dry cold. Most unhappy purchases in this category are not quality failures; they are layering arithmetic failures.
Nuptse-style puffers are the flagship problem, and it is a loft-and-length problem: the baffles must stand and the body must sit at the hip line rather than a size chart’s abstract "regular". Both are visible on a hanger in a full-length frame.
For shells, the honest position is that membrane performance cannot be photographed. A listing can show colour, cut, seam taping and hood shape; it cannot show breathability. Buy the look, and buy the performance from a brand you are willing to trust on specification.
Written for The North Face specifically. The same discipline applied to a different house produces a different list - see the brand index.