They are pretty much all the same.
They are pretty much all different.
If you like something loud, or you want to drown out the noise of those low-flying airliners over your house, go with a Lite-On.
I like NEC, I have both the 3500A/G and 3530A. But if you want one, I think NEC only came out with one or two SATA models before they got out of the DVD burner business...most of their legendary drives were PATA.
If you don't mind not knowing which company designed and manufactured the drive, go with a Sony or Plextor.
Samsung spent a lot of time on MaxPC's BOTB over the last few years. I have a quiet S223Q that's still rockin' after hundreds of rips and burns.