My opinion--yours may vary:
Been driving for 45 years and have never experienced brake pads as good as the ones on my 2012 F-350 SRW (long life, stopping power, good grip feel, lack of dust, etc.) MotorCraft brake parts are less expensive and may be lower quality to compete with the brake/tire shops. I had a very bad experience with MotorCraft pads 8 years ago and will not use them again--they are not the same as OEM. Dealers can get OEM--my dealer refers to them as brown box parts. My son's Ford dealer says "I don't know what color the box is, but we learned a long time ago to only use OEM brake parts on heavy pickup trucks." Motorcraft pads may have improved, but when I got the OEM parts for my last brake job, they felt just like new, which I like very much. The front brakes on my truck have a funny looking notch in them that make it look like they are thinner than they really are.