The rules for custom items are intentionally vague, mostly because they're oringally guidelines. Going by the things that are statted up, though, "similar" mostly means either "You won't be using them at the same time" or "they draw on the same limited pool" - so multiple spells on a staff are "similar", the various options of a Cube of Force are "similar", a theoretical widget that let you use take on three different specific forms at will (one as Alter Self to turn into a troglodyte, one via Beast Shape II to turn into a komodo dragon, and one via Dragon Shape I to turn into a Green Dragon) would have each form be "similar", and so on.