As a former Xerox rep and person who has used/followed one brand or another of toner it is NEVER the same. The quality of non-genuine brands simply does not meet original equipment manufacturer (OEM) standards. Therefore, always choose the OEM brand when purchasing ink/toner. Yes you pay a little more but it's worth it. Oh, I didn't even bother to mention that using "non-branded" will almost always void your OEM warranty. (Just saying.)