When presentation is everything like inkjet vs. laser the medium can be as important and the message your sending. For that winning edge I choose Staples multi purpose bright white paper I choose Staples paper for more than just the huge cost saving (sometime several dollars per ream) but for the quality yes not all copy papers are created equal and when I hold Staples copy paper next to some other copy paper the Staples paper just stands out with an eye-grabbing clean sharp refined appearance.
5 years ago you could not GIVE me any Staples copy paper. It would wrinkle and jam up my printers far too many times. About three years ago I tested a case on sale and was very pleased. I have purchased either Saples or Hammermill paper religously ever since. Really good paper jam free and excellent value.