Since biomedia is just a surface area for beneficial bacteria to form biofilm on, surface area is an important consideration.
But the idea that one brand of this or that, being so much better than another , is a bit of hyperbole.
I have used rings, fluidized beds, rotating biological contractors, and simple lava rock, and none have been any better than another.
As long as ammonia and nitrite are gone from a cycled tank, you know they are working. In realty that's all biomedia does, provide space for ammonia and nitrite consumers.
And you don't get more beneficial bacteria just because you use a particular type. If you have 2 medium fish, the population of benificial bacteria in the tank and filter, will reflect those 2 fish, the bacterial population will not grow more than its food supply.
If you add 2 more fish that bacterial population will grow to meet the food to microorganism ratio, and so on and so on.
The surface area only really comes into consideration if you over stock you tank with fish, and there is not enough room to grow the population needed to handle the ammonia/nitrite load.
In this case its time to add another filter or 2, or large sump with buckets of extra media, not just a few extra feet of surface area