"Equally informed" isn't actually required. All you need is to be informed enough to make a reasonable decision. If you know one of the products is less secure but $10 cheaper, you know essentially what you need to know even if the manufacturers have a ton of information about specific algorithms used and electrical impedance that you don't know or understand but that don't change the high level conclusions anyway.
It's only when the customer doesn't even have the information that the product which is $10 cheaper is also less secure that you run into a problem.
It's only when the customer doesn't even have the information that the product which is $10 cheaper is also less secure that you run into a problem.