Replying to All mountain skis are all the same...

Every ski company writes the exact same thing about their all mountain skis, they all seem to kill it everywhere.
I know, I know, its an all mountain ski. I guess what I'm trying to ask is, is it just a preference of graphics and brand loyalty? Every time I find a ski I think about buying, I read some bad reviews, and it no longer seems like such a good buy.

Line Chronics?
4frnt MSP?
Armada ARV?
Rossi s3?
The list goes on and on. 
Does it matter, or is it just a gamble?