If soil is correct, than the answer is no. Formula hubs are not the same as Joytech/novatech/dimension hubs. They are made by different manufacturers and both are sold under a large number of brands. However, the Novatec (etc.) hubs look similar to Formula hubs, are of similar quality, and for all intents and purposes are the same thing. Formulas have a stronger reputation, but that is because many people confuse the two, even people selling these hubs don't often understand that they are not formulas. Half the time when people refer to formula hubs, they are really referring to these. I would use either without hesitation. Both are equally good hubs.

edit: OK, I looked it up. They look like Novatec (etc.) hubs to me. Not formulas, but basically the same thing. Still, whoever you are ordering these from needs to be more honest with you.

edit (again). I just remembered, the Novatec (etc.) hub has a hollow axle, which makes it somewhat lighter than Formulas, and would make it much easier to use a skewer and quick release if you wanted to (though you would still need to cut the axle shorter)...other than that, basically the same.