There are a lot of brands but only a few actual manufacturers for large appliances, so yeah, they don't typically vary a whole lot in terms of what's inside them. high-end, expensive kit isn't necessarily much better. A Sub-Zero, for instance, can be a maintenance nightmare.
We just replaced a 30-year-old GE with a Whirlpool, so far so good, but we don't expect another 30 years out of it.
I have a sub-zero and it performs better than any refrigerator I have had in the past. It’s only 3 years old but have had 0 issues with it and everything is easily accessible to clean, vacuum, repair. The warranty on the core components is 12 years, unheard of these days. It has very few bells and whistles but the thing is built like a tank. Definitely paid an arm and a leg for it though.
We just replaced a 30-year-old GE with a Whirlpool, so far so good, but we don't expect another 30 years out of it.