DeepMind reputation?

For people that are familiar with Machine Learning, what is the reputation of DeepMind in the ML community? I have a co-worker that recently chose to join DeepMind (as an applied SWE) instead of other really high profile opportunities, and searching on the internet it seems a lot of people tried to get in but very few did. (Multiple stages of crazy interviews covering machine learning, mathematics and statistics). I am thinking of applying but wonder how DeepMind stacks up against other ML teams like Google Brain or Facebook FAIR?