In theory, competition is what prevents this. If these small companies can sell products that provide more value then consumers buy the alternative.

I think the problem today is that it's extremely difficult to tell when you're buying quality or a brand. If there's a 40$ and a 100$ backpack, often the 100$ version does not actually have meaningfully improved quality - just better marketing.

The same goes for tons of products - brands nowadays are something companies build while they're young and relentlessly smash into the ground as they age because the value you're destroying isn't obvious. Shareholders get good results, and objectively it's probably the correct financial decisions for the company - doesn't make it any less shit.

I don't think it's actually that hard - 5 minutes of skimming on Reddit will do a lot. You can also usually see Wirecutter's recommendations (even if they paywall the full article). People just don't care upfront but complain later.