As a former Xerox rep and someone who has used/seen a brand of toner this 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.)
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