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Is the cut different? I'm at a loss.
Some, like the Gore Xenon, have quite an extreme cut that may not be as comfortable in a more upright position, due to cut and pad placement.
But basically... marketing.
Sportful tend to have quite an aggressive cut suited to the bent over road position and feel like the could cut you in half when stood up straight.
Crumbs MM, think an impulse buy on-line is out then. Liked the look of the Campagnolo Tech Motion Magnetic Bib Shorts on Wiggle but reckon I'll stay clear, like my bits where they are.
Most are fine. I have Assos, Gore, Santini, DHB and Sportful and all are fine on a mountain bike. The Assos and Sportful ones are cut with the ergonomics of the road riding position in mind.
The Campag ones will probably be fine. You can always send them back if they don't fit as you like.
Some mountain bike bibs are tougher - reinforced sections to deal with more scrapes.
I wear dhb bib longs on my mountain bike and there is no noticeable difference compared with dedicated mountain bike gear.
MM +1
I've got Assos (including F.I.13s which are their most extreme cut), Gore, CS, Endura and Decca and they're all fine on both. Those where it really matters will be very few and far between.