Over the years, I've used both name brand, and stuff that came in the box... For example Recently with my recent Thermalright PA120SE's freebie stuff as had nothing lying around and fancied some mythbusting...
I repasted it a month later, on 2 different occasions, with 2 different brands as a mate literally gave me some as he had a massive comical size tube of, and neither of the 3 were any better than the other. At best I think you might save half a degree.
As the above chart shows, unless it's chemical metal, it won't be real world any better.
I think it's just a way of scene brand band wagon marketing nonsense personally. I spose there's 'no harm' in every company doing it, as if they all perform just as good you can't loose, but these people trying out different brands and actually believing they're going to get a gain, need to get a life/better heatsink/fan!
