Congrats on your offers! That is a great dilemma to have hahaha.
At this point, and knowing that the location is the same and the companies very similar, I would trust your instinct.
At the end, when we say that it was a "gut decision", is what we are calling something that we cannot truly verbalize, but it´s a lot of knowledge that you have gathered and retained through the process and that is very valuable.
And most important: no matter which decision you take, it won´t be wrong :)
Hope it helps!