"real" cousts look different because they are sanded (or similar) on all sides which gives a different shape and texture to Steve's.
Performance-wise, that could be down to the backings, how tall the pads are, what shape the pads are, rim grinds, brake set-up. The people who say one works better than the other are probably the same people who don't like TNN pads, I am suspicious of these people.