The built quality of the 10440's is better with the Ultrafire brand than with the Trustfire brand. I've documented the difference in built quality (and its relevance) in a dedicated thread. The difference is subtle but relevant/important.
I can highly recommend the Protected grey Ultrafire 10440's. I've been doing extensive testing on these cells and they perform great ( see my runtime and amperage measurements in fran82's iTP A3 review thread and in my Tank E09 review thread ).
When it comes to 14500's, i prefer the Trustfire flames .. because that's what HKE recommends when you ask them.