Given that all diesel in Vic comes from two refinery's (other states would be similar) and in WA that drops down to one refinery for the entire state it's hard to explain different fuel brands getting better economy for a little Shell Additive or BP additive placed in the bulk tanker on anything more then environmental factors and driving factors.
Because of things like temperature, wind, weather in general, stopping at a few more traffic lights, more up hill into wind or more down hill with the wind and even the drivers foot it would be next to impossible to get everything exactly the same between two tanks of different fuels so it's easily feasible to make the conclusion that today's tank is more economical because of of the brand of fuel used, but it's not very accurate.
I get constant low 9's in my 09 D40 (been getting better in the last 6 months it used to average high 9's) and it makes no difference which fuel I use. Sure the last tank of Vortex I put through got me 8.9 but I've had tanks of Shell do 8.3 on long non stop journeys, I've also had Shell pull high 10's on a day between Port Augusta and Renmark because of a howling wind.
At the end of the day (it's night) and people will always gravitate towards a particular flavour and there's nothing wrong with that but it's not like the products we are buying that have different names are that different that one is going to be vastly better than the other at all times.