Most of us that are chemistry geeks tend to use Instant Ocean because it's cheap, and manufactured in large quantities (and is thus consistent). It tends to be a bit low in calcium, so we either supplement with a spoonful of calcium chloride in the mixing vat, or simply use it as-is and let the tank's supplementation of calcium and alkalinity take care of the very slight drop when doing a water change.
That said, there are tons of brands of salt mix on the market now, and most all of them are perfectly suitable for use in a reef tank. The only real differences is how they're supplied, whether they contain organics, and whether they contain borates or not.
For example, ESV provides a salt mix in separate components - a couple of liquids that contain minor and trace elements as well as calcium and alkalinity, and solid sodium chloride/sulfate. Folks that use it like the fact that it's designed to be mixed and used immediately.
Red Sea's products contain organics as a result of their manufacturing process. That's not a bad thing, as the organic load is low and is naturally sourced, but one would not want to keep the mixed-up water on hand for lengthy periods without circulation/aeration because the organics will feed bacterial growth.
Most seawater mixes on the market don't contain borates (the manufacturers don't add it). Borate is a minor constituent of natural seawater, but it's not an element that's used by sealife, so it's not necessary. It does, however, make up a small fraction of the alkalinity of NSW, and at least one company includes it in their mix - Seachem.
So ultimately, what you choose is an individual preference. There are some that prefer to have a salt mix that has elevated calcium and alkalinity over natural seawater because they don't want to bother with adjusting these parameters in their mixing vat. There is, however, a substantial price premium for mixes with this feature over plain ole Instant Ocean.