Does this sound right? I would think the same company would provide the same benefits to all cards.
Yes. It's marketing (among other things)
Keep in mind it's not just the bank issuer, it's also the tier of card. Visa has Gold, Platinum, Infinite. Mastercard has World and World Elite. There may even be other levels, I am not a true expert on the topic.
There are some bounds on things (some recommended levels if you have a Visa Infinite, for example), but the benefits are not universal even across issuers or banks... they will also be targeted to the general marketing of the card. For an airline card, it will focus on those benefits; for an overall travel card, it will have others. Each is a form of marketing specific to that niche to get folks interested in the card.
The inconsistency also benefits the banks because it's simply hard to keep track of what card has what benefit. That causes folks to settle in on one card with good benefit and use it all the time (less maximization = better for the bank). On the other end of the spectrum, it also means people make mistakes on what card to use and thus don't draw on the benefits as much as they statistically could if they had just settled on one simple, high benefit card.