I have an e-tec and only run their branded oil through it. I don't think it's really any different than the alternatives but I don't want any hassles if I ever need a warranty repair.
Your manual should provide recommendations as to what kind of oil to use (probably says TC-W3). The big difference between name brands are the additives.
My vote. Spend a few extra $ and get the best you can afford. Any problems that are caused by your oil are going to be very expensive to fix.