Just for fun, I looked up 2006 Toyota Corola LE on RockAuto website.
They have pads from around $10 to just under $48.
I am not going to say that the most expensive is always the best, however, the price range should give one an idea that the quality will vary greatly between different brands / models of brake pads.
So you can see where aftermarket can be good or not so good.
The other thing to consider, which is why when going aftermarket I stick with reputable brands......a great part can be a poor choice if it is not the correct fit for the application.
I have looked at TOYOTA vs aftermarket in a number of parts and have found that Genuine TOYOTA is usually competitive in price and better in quality than MOST aftermarket parts.
In the listing of MANY different pads, the Akebono listing states that Akebono is the Original Equipment Manufacturer for this vehicle.
One reason that I like to do my own brakes is that I KNOW what I am getting (at least I hope I know).
A place that advertises a $29.95 brake job is not using $40 pads.
Of course, they are figuring that most people will need more than just a set of pads, but in a price sensitive market, they are not going to put $40 pads on when they can put $20 pads on and almost all their customers will be just as happy.