From a DSP perspective unless they add analog modeled saturation/distortion, an EQ should change the frequency and phase response and nothing else. It is possible for there to be noise/distortion due to calculating precision, but I don't think this is a real issue today unless very deliberate tradeoffs were made. And there also can be sonic issues when adjusting the parameters, but once the EQ curve is set and static it just does its thing.
So all the rhetoric about any given EQ is either because it has nice EQ curves (the curves that any given EQ can create can vary a lot) and/or a nice interface with intuitive operation so that one gets nice results quickly and easily, and/or other saturation effects are added to it, or is based on the idea that if you give someone more money they can add 2 + 2 better than someone else.
IOW for the EQ part of any digital EQ, objective quality is pretty much a given in today's world. But that doesn't mean a given EQ can't produce subjectively pleasing results much more easily.