I am just curious whether Honda's power steering fluid is any different from the other brands of power steering fluids at any auto parts store. on the power steering reservoir, it says use only honda's power steering fluid and the people at my autozone says it can only take that.

Are there any differences between the two or is it just an advertising gimmick?

 

yes, its different. you don't have to get it from the dealer, they sell power steering fluid specifically for hondas at auto parts stores.

 

This is something you cant really cut corners on.
As long as its HONDA fluid, you should be good. Location of purchase is up in the air.