I usually update the heads on the new kits I buy, if I think I need to. This really depends on the heads that come complete with the drums. My Tama Starclassic Bubinga drums came with Evans G2 clear over G1 clear, and they did also come with the Tama logo on the heads. They sounded great, so I didn't change them until the original batters wore out.
My Yamaha kit sounded alright with the Remo Ambassador heads on both tops and bottoms, but at that time I preferred Evans, so I changed them that very same day to G1 coated over G1 clear heads on the toms while they were stripped down.
My DW Classic set of drums came with DW (Remo) coated heads over DW (Remo) coated heads which I loved the sound, so no change was made here for a couple of months.
My Gretsch Renown kit came with Evans G clear something, I can't remember if they were 1 or 2, but the resonant heads were not labeled and were too thin for me to get a more ballsy sound that I liked. I immediately changed the resonant heads to the heavier 10mil Evans G1 clear.
Finally my most recent set of drums, my Ludwig Classic Maple came with Ludwig "medium" heads, I hated them. As the last couple of drums arrived the Ludwig medium heads could not be tuned to match the sonic qualities of the former drums. At this point all but my snare drum's batter, resonant and bass drum resonant heads got changed to Evans G1 coated over G1 clear and then later to G2 coated over the G1clear. This was almost maddening, lol.
So this is my criteria. It all really boils down to their sound. The resonant heads can and will make an appreciable difference in the drums sound. Also great tuning should never be overlooked.
Dennis