Just for fun, I tested 4 different kinds of 18650 I have. The earlier test of the 18350s was with my regular rough stack. I used the same atty and even the same head cap on one of my maxi rough stacks to test the 18650s. The results produced one surprise, but it wasn't entirely shocking.
AW IMR 18650 - 4.17v off the charger - 3.57v load
AW li-on 2600 - 4.18v off the charger - 3.43v load
Unknown manufacturer IMR 18650 from COV - charged a few days ago 4.14v - 3.35v load
Trustfire Flame 18650 - charged a couple of weeks ago 4.19v - 3.19v load
The non-branded IMR from COV surprised me, but the others were in line with what I would have guessed. The trustfires hold a charge forever, but they lack some punch. The AW li-on has always been better than I expected it to be... and the AW IMRs have their reputation for a reason.
I guess that's just testimony to the old adage about getting what you pay for... but then, I guess it depends on what you need. Those trustfires I have with a 2.4 ohm atty last for about 3 days and are less than 1/2 the price of the AW li-on which lasts about the same amount of time but delivers a little more punch. I can own 5 trustfires for about the same price as a couple of AWs. That's two weeks + of vaping electricity storage vs 6 days for the same money.