Well, from the looks of this comparison, for 99.9% of people, it really doesn't matter what you use.
After 30 minutes of a 10-core i9-10850K running all-core Prime95 with an air cooler, no thermal paste allowed the CPU to even reach 65°C. Are some better than others? Absolutely, but except for some power overclockers, who cares?
The way to choose what thermal compound you use would be more about price, safety and convenience.
My thermal compound of choice personally is Arctic Silver Ceramique 2 because it's non-electrically-conductive and you can get great deals on it from Newegg. I bought a 40G syringe for like $25CAD when a ~3G syringe of MX-5 or HT-H2 were $20.
The stuff works great (placing 8th in this test) and for the amount you get at that price, it would be insane to get anything else. I've had it for three years, I've used it several times, I still have at least 1/3 of the syringe left and it never dried out on me. The fact that it's not electrically-conductive means that I don't need to have a heart attack if any of it spills over because it won't short anything out.
One day I came across some Chinese stuff on eBay called "HY-510" and it was so cheap that I bought it just to see if it was any good. I think I paid less than $5CAD for 30g of the stuff. Of course I was thinking, "Yeah, this stuff is probably toothpaste." but I saw an LTT video where Linus bought the cheapest thermal compound that he could find on eBay and the stuff was fine so I thought "What the hell?" and ordered it.
Well it took like 2½ months for it to arrive (which sucked) but it did finally arrive. I had actually forgotten about it by that time because it had been so long. I wondered what method I would use to test it but then the perfect opportunity arose. My stepfather needed to RMA his ASUS X570 TUF motherboard and while it was away, just so that he'd have a working PC, I lent him my backup AM4 motherboard (ASRock X370 Killer SLI) for a few months while his motherboard was on RMA to ASUS.
I figured that here would be a perfect test for this HY-510 because his CPU is a 12-core R9-3900X. He ended up trading me his Wraith Prism cooler (because he HATES RGB) for the Wraith Spire cooler that came with my R5-3600X because it had no RGB on it (Good trade for me!). The Wraith Prism is superior to the Wraith Spire in cooling performance but not to any significant degree. Well, he had zero issues over those three months. I used the HY-510 again when he got his motherboard back from ASUS and that was over a year ago (still no problems). This only solidified my belief that thermal compound is just another chemical commodity in which the differences between brands are essentially meaningless.