> 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!