I own several safes from Zykan, although I might be a little biased.
To be honest, most of what I sold is sold in other places. Many of the imported safes are sold under a variety of names. Even large companies like AMSEC and Gardall import the exact same safes and sell them under their brand names. There are also safe companies located throughout the country. What I sell isn't unique to my company.
The difference is that you are buying from somebody who knows what they're selling. A lot of places selling safes are simply selling safes because it's profitable for them. I'm a commercial locksmith that only deals in the safe & vault aspect of the business. Each and every day I'm drilling, moving, and repairing safes. This gives me the insight that many others don't have. Whether or not you buy something from me, make sure you're buying it from somebody who knows what they're selling. You'd be amazed at how complex a simple little steel box can be.
Most of the gun safes on the market today use gypsum-X. This is the same fire rated sheet rock required by building code to be installed in your garage. Most of them call it something different, but it's all the same. Only two companies that I'm aware of, AMSEC and Graffunder, use a "concrete" (also gypsum based). There are a few others that use ceramic.
Safes are nothing new, and have been around for a long time. "Gun safes" are a fairly new invention, only going back around 20 years ago. Just about every fire rated safe that I've ever seen has achieved that fire rating by using some sort of "concrete" that retains moisture. If sheet rock and ceramics were as effective as the gun safe manfuacturers claim they are, then you would see those materials being used on commercial safes.
I personally wouldn't trust most gun safes to protect from fire. I have opened gun safes after fires, and have seen photos taken by other locksmiths. As a general rule, they don't do so well.
My opinion is that gun safes should be used for guns. If you need to store computer media you get a data safe. If you need to store paperwork you get a document safe. If you need to store diamonds you get a burglary rated safe. If you use your gun safe to do anything other than store guns, you're taking a risk. To many people, this risk is acceptable. The difference is that I'll make you aware of that risk. The guy at the sporting goods store won't.