I wonder what could be different? Higher price tag?

Some people wouldn't buy something like that unless it said it was for "common rail", "Nissan patrol" or "real men". And it has the potential to be similar to panadol / nurofen where it purported to offer "targeted relief" for say the thumb on your left hand.

Overall, I suspect (warning: unqualified opinions here!) the major thing it does is amalgamate the water evenly through the fuel. This means the bacteria won't grow in the fuel. And if that's the only thing it does for me I'm happy. 180L of diesel has the potential to last two days or almost a month before I use it all.