I've been researching for a little over a year for my '20. I just bought the 6" BDS kit w/ upgraded Fox shocks, UCAs, skids, cross member relocation bracket, etc. (the works on the kit). Purchased it from a shop in Alexandria, KY. Got a very good deal, based on the BDS website, and other retailers/quotes I'd been given. Putting Method MR305 (18x9, -12) Nitto Trail Grappler 35x12.5 to accompany it. You can put the 37's on with this kit, but then you get into re-gearing, and I am not ready to deal with that stuff yet.
I drove a friend of a friend's truck (also a 5th gen) prior to pulling the trigger with the same lift, different wheels/tires, but it was better than factory ride on road, and amazing when I got it off road (nothing extreme, but enough to take it easy), to my surprise. The shop explained the same thing about Zone that others have mentioned, but also said the warranty with the manufacture and BDS is beyond solid, and Zone's isn't quite there yet. I got the extended 125k mile warranty, so I wanted to make sure I was safe there.
Also, the shop does not do Rough Country anything, due to problem after problem in the past. He said the 2.5" coil over kit was just as comfortable, if I wasn't interested in going so high.
I was a bit disappointed to learn a lot of those manufacturers were limited during the COVID crisis, and are just now starting to get back at capacity. I have about a 3 week wait to receive and install. Other than that, I am pretty happy with the decision, and looking forward to it. I will report back once it has been completed.