They incorporate the same systems, but there is a fair amount of difference between a sponge based filter, a bioball wet/dry and a fluidised sand bed.
They operate on the same priniciple of providing oxygenated water to an area with a large amount of surface area for the bacteria to grow in, but the ways of doing that vary.
alpharock is a waste biproduct of powerplants. it has a incresible area for bacteria to live. its cheap as chips and is great! not as good as substrat mind you but that is so expensive! tho alpharock is the next best thing IMO. ask at your LFS. where i work its about £8 for a 25kg bag lol. my FW sump is full of it.