exactly the same stuff, just with a WE logo on it. Saying that, I have a WE phantom ELCAN replica and it's pretty solid, good eye relief and relatively good light transmission for a replica. The WE EOTech 553 I bought was utter trash though.
Cheers that's the one I am looking at, my mate has one and the quality is pretty decent. However the non branded ones are up to half the price so I think i'll go with the latter.