Surface area changes over time. Once any hard-porous biomedia (e.g., CellPore, Biomax, Matrix, etc) starts to fill with fine crud; the aerobic BB per/sq inch diminishes. That is why the manufacturers suggest replacing the bio-media every 6 months (downside being that you are starting the BB culture from scratch). I know you can always back flush each piece of biomedia with a hose attached to a faucet, but the chlorine would kill off the BB.
I believe a plain sponge or scrubbies, periodically rinsed in tank water, is the best biomedia.