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FWIW Shimano dyno hubs are cup and cone, and usually come adjusted far too tight and with a marginal amount of grease from the factory (you can't set the preload properly until it's built up into a wheel anyway). One of the CTC forums' resident technical gurus did some experiments at home and IIRC reckoned that the improper adjustment might be costing >1W in drag, thereby making Shimano hubs look worse in comparisons like this.
Thrustvector-
Just built up an xt abd and found this, around 1/4 turn too tight on a cone and feels better whilst still having zero play once a qr is holding it in a fork. Didn't open it to inject more grease, maybe should for winter, bike is living outside, usually use shimano green mtb stuff or yamaha outboard grease for really badly sealed hubs
BrickMan
TLDR: Son hubs have the lowest drag but consequently less light/power output, Shimano provide lots of power but are very slow, SP somewhere in the middle, best light/power output of the hubs above 20kmh but not great drag wise