To begin with, I myself am not a licensed plumber. I do have quite a bit of home building and home maintenance experience, but am fully aware of my limitations. Using my Harley as an example, I have no problem changing the oil myself, but if my gearbox needed to be worked on, I would pay the money to have it repaired correctly. The same should be considered with a TWH installation.
Most consumers will go out and by cheapest model TWH, which is not matched to their system and/or needs. The installation also must be done correctly or it could possibly cause you or your family serious harm and/or death.
I appreciate you doing your own homework, because you will learn what is needed rather that being forced to take whatever the plumber has on his truck. But with this being said, most plumbers will work with you to ensure whichever TWH you decide on purchasing will be installed correctly.
I myself purchased the Navien, and could not be happier. Since my controller is in another room, there was quite a bit of confusion on the proper wiring, which caused my licensed plumber quite a few headaches. He in turn called the TWH company who sent out a rep. and walked him thru the installation process and correctly set up the wiring sequence. As an end user myself, I appreciate what this plumber did, and in turn taught the plumber the correct procedure on installing this TWH, so it was a win/win for all.