Some those weird brands make some good things. Like this thing is great

https://www.amazon.com/dp/B0FS1H4SQQ

and I am really happy with the first one I bought and bought a second one for a co-worker who liked mine. At my food co-op I found something from the highly reputable Aura Cacia brand that was almost twice the price and I think very similar in quality.

> Some those weird brands make some good things.

Indeed - they're legitimately solving a real problem. It's just an interesting dynamic that a whole new product category is produced overnight, with no clear leading brand. Usually someone makes a useful product. It gets known. Then others enter in the market to compete. Here you just get 5 companies entering the market altogether.

As for the essential oil diffuser: That category was established long before these brands became a thing. But oh boy the overpriced ones in stores are really not worth it!

As far as I know, the only brands making the phone charger cords I use are considered 'off-brand'. I am not sure the goal is to remove ever purchasing things that are not 'known brands', but paging through thirty pages of the same exact really stretchy underwear sold under different names for every single page-worth of others is both inefficient and stressful for those of us that dislike shopping in the first place. So, I personally will check this out. Underwear arbitrary, just remember it Christmas shopping.