Kodak Gold 100 and what used to be called "MAX400", I think it's now "UltraMax400," are my easy favorites. I haven't bought the 400 color film in a year, but at the same time I was buying MAX400, they also had their HD 400, so I'm guessing they just added the "Ultra" name to MAX400 for marketing reasons. It used to be "Gold 400" at one point, I'm pretty sure. Heck, even Gold 100 was called something else a year or so back, then returned to the "Gold" designation. Guess some new marketing flack was bucking for promotion or felt "change is good" for it's own sake. Whatever. Kodak makes very good "consumer" films, in my mind.
I like them because skin tones are natural, colors are captured the way they look rather than unnaturally lurid or "pastelized." The fact that they are readily available in any gas station, supermarket, and drug store across three continets I've traveled makes them an easy choice for vacation films, as well. If people didn't like them and/or found them too expensive, they would never have become so ubiquitous. They see no glory as "pro" films, but why should they? They are particularly suited to outdoor shots and work well under incandescent lighting to boot. A nice all-round film to my eye. And they seem to have a long shelf life.
I didn't like any of the Portra films, and think the extra cost is merely because they are aimed at studio photographers who can use profits to pay for film. The NC Portas were too muted when shot outdoors for my taste, and the VC versions were just not bnatural colors, so scenes looked different and not better in any way. I thought the NC Portra looked like Fuji Superia, which is nice but not to my taste. Considering a studio professional can light the scene to suit the film and has different needs than the street or snapshot shooter, I'm not sure why non-studio photographers would use them.
I haven't used a Fuji color film I liked, but that isn't to say they don't exist. I just haven't seen it. Beyond the occasional shot by someone else, I just find them either too lurid (Velvia), too muted (Superia), or unnatural. But every eye is different. I would never say they aren't good films.