Ignoring OTC hearing aids for this comparison, There are 5 companies that make hearing aids, the Big-5. Used to be the Big-6, But Widex merged into Signia, (and since then) nothing new from Widex (except maybe a "bent" Styletto model). Sheer is not new, it's the same as Moment.
So those hearing aids by other names are ReBranded hearing aids. If you want to understand ReBranded hearing aids read a DIY School Hearing Aids (v2.2) PDF File named (Unlocking ReBranded Hearing Aids).