You really nailed it, plus it constantly creates this cloud of confusion in the consumer’s mind.

I do a lot of electronic repair, and I see people make incredibly stupid decisions because they are convinced by one small detail that the manufacturer emphasizes, which has no actual bearing on quality!

For example, I do a lot of repair for different types of salons in my city. I might repair professional hair tools that don’t have available replacement parts, or I will fix professional nail UV lights. I fix vacuums for one-woman small cleaning companies, etc.

And I see very interesting things. Every one of the small businesses I serve, also has a small second-hand market that goes along with it. They are constantly buying and selling their used devices among one another.

I will see those markets completely collapse when a manufacturer that has made a device for 15 years suddenly adds the word “xtreme” to the product. Like magic, the used salon tool that was selling for $200, is now worth $50 at best because it’s not “xtreme”. Exact same device. They are professional workhorse tools that have not changed in 40 years.

edit: Oh also… most people don’t realize that there’s like one manufacturer for most things that are then sold under various brand names.

I talked about the hair tools… if you paid more than $75 for [INSERT HAIR TOOL NAME] I’d bet a week’s earnings it was made by DANNYCO. Babyliss used to be Isinis… the trusted leader in professional hair tools. It’s just DANNYCO stuff. It’s always been DANNYCO and it will always be DANNYCO.

I’ve fixed or rebuilt 40 LCD TVs in the last year… unless you are in the Samsung or Sony money-range, every singe one at retail is made from identical components - same motherboards, WiFi chips, button panels, IR receivers, inverters, T-cons, LCD panels… it’s crazy and people have no idea

Most of the brands you know and love have been playing the “white label” game before you even knew the terms, way before the Internet existed.