True, they're all trying to accomplish the same goal. And the same argument can be made of oil brands and their products. Just depends on budget and conscientiousness of the owner. I've seen enough expert discussion over the recent years to find my exact products and stick with them. Come to think of it, there was a video just a few days ago by Palm Beach Dyno where they toured the Injector Dynamics facility (they do a lot of collaboration with Bosch BTW). After watching their two hour video tour in which almost none of it was fluffy content filler, it reaffirmed by decision some years ago on the IDF-750 fuel filter. I have ultimate peace of mind because of it. Just one specific example, mind you.
If you have a basic setup or even just slightly modified with not a lot of skin in the game, I'm sure just about any fuel filter will do. But if you're running expensive hardware.... better not be sleeping on your research.