I always look for the highest surface area, and I read somewhere that glass rings/balls can achieve this better then ceramics ones. I have used some cheap 5 dollars pack and the rings broke into pieces after a few months, I do not know if this will affect the performance or not.
I am currently using JBL, I cannot tell you if it is better but the packaging gave me the most information and it is specifically recommended for internal filter, so just bought it to try.
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