I work at a quick lube, and have for 7 yrs..and from the spec sheets that i have seen. Most FULL synthetics are pretty darn close to one another. I have spec sheets of Mobil 1, valvoline, and our house brand. Our house brand is called American Oil...it is part of the company that used to run American Standard gas stations (maybe some are still around somewhere??). Anyway looking at all 3 spec sheets.. they are all within 5 points on any of the specs..so i don't think you can really go wrong as long.. you can get a spec sheet to compare brands.
if you have lots of money buy whatever makes u happy. I used to run the valvoline synpower...now i run our american oil full synthetic. The difference is that american oil costs me 2.85/qt..where valvoline cost me $4.40 (walmart bulk pack) or 6 something in quarts. Mobile 1 around here is 6.90/qt... so after seeing the spec sheets i went with the cheaper of the products. Soon i will re-run my oil sampling to make sure it is running just as good as the valvoline.
so basically i dont think you can make a "wrong" choice..other than if u dont change oil!