If you take a look at a lot of these batteries, the things look the same except for the sticker or at worst a different colour. Personally I suspect there is a massive amount of "badge engineering" and most battery places are simply going to recommend what they are selling at the time for what ever their reasons may be - supplier agreements, profit margin etc. Personally I have run Absorbed Power AGM's - nothing special compared to any other battery as such, and have had a good run. I would probably be looking at a few and then making a choice based upon a combination of price and warranty - no point paying a premium for the same or similar product unless they are offering a better warranty.