I use Oticon More right now and started down self programming. I could see myself wanting to explore other manufacturers in my next voluntary upgrade cycle. However self programming is something I’d want to do still breaking a strangle hold a professional has over me 
What brands match or beat Oticon at this?
Well to be honest they all are, as in, all manufacturers software is available and just as easy to use as Oticon Genie, just about all the latest HAs use the Noahlink wireless programming device as well so your already half way there.
You could quite easily get a copy of any other software and study how it works before buying/upgrading your More’s.
I find Phonak Target more user friendly than Oticon Genie.
Spoken to others about this and they also agree.
No experience with other software.
Yes it’s true that the UI is a bit different on each, Oticon in particular, for me I think Signia Connexx and ReSound (the older Aventa is far superior to SmartFit) are pretty easy use as well.
Do you mind sharing some screenshots of the Phonak UI if you have it handy?
Also can you confirm you can update your firmware yourself too?
this will show most of Target and lead you through it … and Yes you can update the firmware with phonak aids .