There is something that we forget in that debate of whether behavioral, signature less and zero-day protection is better than the method that uses signature for protection. The basic principle is to protect the user. Each manufacturer has it's method, more or less effective but it comes back to the latter, which is protecting the user.
You use a product and the BB detects a Ransomware, it's fine. You use another product it blocks it with signature and another product blocks the links that prevents you from downloading the Ransomware, it's fine too.
You have to be realistic, most people would prefer that the signature detects the Ransomware and quarantines it, than taking a chance to execute it and see how effective the behavioral detection is. Especially if you have sensitive infos on your machine and we all know how dangerous Ransomwares are. Then if one method fails the other protecting modules tries to intercept it. Whether it is behavioral analysis and blocking or using signature they are all important.
Some have very good signatures a weaker BB,others have a very good BB and not the best signatures around and so on. It also depends on the user's preferences and tastes too. I know some users who prefer a 'talkative' product and want to know everything that happen on their machines while others prefer products that take all decisions automatically.
Independent testing should not be discarded. Of course they don't reflect exactly every user's attitude on the net and when using a Pc, but it gives you some info about how the different products behaves for you to take objective decisions.
Concerning the two products above, they are all excellent products. Those who prefer behavioral blocking and protection as an example would feel more at ease with Emsisoft. On the other side if you like the product to take most of the decisions, and use more cloud tech and big data, then Norton would be a more appropriate choice. Emsisoft has also a good quality/price ratio. Norton is a bit more expensive but that doesn't mean its less effective.