It's about getting past the marketing.
After all my research I decided on Nutro. Besides the fact it has a nice simple ingredients list without wheat, rye or any of those trendy, extraneous ingredients, I like the sources of & high levels of Omegas. My dogs do extremely well on it.
The major decider though is that it is Australian made with all Australian ingredients (confirmed this with the company) in a dedicated manufacturing facility. Evo, Innova, Black Hawk, etc are manufactured in shared facilities where quality control is not within their control. All the recent recalls by Diamond (Evo, Innova) for salmonella highlight the importance of this.
After talking to lots of people that have used Black Hawk some were told that they had at least one questionable batch that made lots of dogs sick. I was told by a couple of these people this was confirmed by the owner.
So in my experience it is more than just the ingredients that are important.