I've had no problems with sticks since around 2013 or 14, and I don't exactly look for "premium" brands.
That said, I do treat them as larger versions of write-once DVDs, so if they last more than a few writes that's find. I can't recall when I last lost data on one though.
(Also trying to recall where several are, obviously loaned out to others somewhere).
Biting the hand that feeds IT
