For whatever reason Cinelli's the gold standard, but it could just be a name thing. I've used a lot of other brands too--the place I usually buy my tape has off-brand stuff (usually made by eco-hippies sold in minimal recycled cardboard packaging) for a few dollars less than Cinelli. The Cinelli seems a smoother, but it's more like, "yeah, I can tell a difference." Not, "yeah, it makes a difference."