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I am a personal injury lawyer, and am therefore biased. But I submit that they are decidedly not undifferentiated - the problem is that there is no real way for you to differentiate them.

If I were seriously injured, there are about 10 personal injury lawyers in my small state that I would consider. There are no obvious external signals such as billboards, websites, or marketing that convey their superior strategic skill and they just have it qualities before a jury. But if you know them, you know.

If you need a lawyer, call another lawyer (preferably someone involved in the special interest bar association for that field) and ask them who you should call.