Everything based on Asetek is good so count ASUS, ADATA, MSI, Fractal, NZXT, Phanteks, Thermaltake and EVGA too, if I'm right. There are more brands, I just don't remember all. Cold plates in most popular models are the same. The shape of the pump main cover, cold plate, and mounting is exactly the same, just additional covers/optional fans/LCD displays are different. The difference in cold plates is between 5, 6, and 7 gen of Asetek design. Everything since the end of 2021 should be 7th gen. Most brands are showing cold plates, and overall internal design in product features on their website. Most also have info about which Asetek gen they are using.
I like Asetek-based AIOs mainly because the pump is quiet, and some brands give 5 years of warranty, so have to be sure it will last long. Most other brands have a 2-year warranty.
Corsair AIOs are also good, but the OEM is different (there are some other manufacturers that use the same design but with different tops/RGB).
The main difference between these popular brands is radiators and fans. Radiators seem similar, but there are still some differences in results. Many brands are using radiators that can be found in Asetek branded AIOs, so let's say they are not even trying to improve anything over the reference design.
The main problem is usually to transfer the heat from the CPU die into the loop. Even the best AIO won't run below 90°C under full load with a 12900K/KS CPU. If you see ~90°C on 280 AIO, then it's still fine. Noctua NH-D15 may have 3-5°C worse results. On the other hand, you are probably not using the CPU under 100% load 24/7, so it doesn't matter much as in games or anything else, it will run at significantly lower temps. So it's like throttling and no throttling, and eventually quiet or loud work. Everything else shouldn't matter as it won't change anything if the CPU has 85°C or 95°C. In typical tasks, it will perform the same. What I mean is that you may spend $300 on better cooling, and you won't see the expected improvement with these latest Intel CPUs. If 280 AIO is not enough and you feel it's really far from expectations, then get a custom loop with dual rads or a thick 420mm push/pull.
