I was wondering on what basis manufacturers decide the voltage of their system.

Say I make a product with 2 bright LED's that can go on and of, why would i choose it to be powered on e.g. 2 x AA or 1 x 9V battery?

Some product appear to still use 9V batteries while in my opinion it would make more sense to have everything running on a couple of AA cells (an maybe boost the Amps if more power is needed), so I guess there must be some good reasoning behind the choice for the higher voltage