No cons other than expense and labor, and definitely a must once you should replace your brake lines (after 4 years as per manual). If you do it earlier and are not an overly sportive rider, the difference in feel will be marginal in my opinion.
It's more effective to change your brake fluid every year (not the 2 years as per manual) or even more often if your bike is parked outside in the elements or you are a very sportive rider. Also keeping your brake rotors, pads, and pistons clean and grease free, and your caliper slide pins lubed up adds a ton of feel. Brake lines should come last after all the other maintenance items don't cut if for you.
As for brands, stick with established ones that do proper quality control, like Hel, Spiegler, Galfer, or Venhill.