I mean opaque when it comes to 'this is a successful third-party product we sell, let's hijack the business' rather than the clarity of what a store brand is in

I mean opaque when it comes to 'this is a successful third-party product we sell, let's hijack the business' rather than the clarity of what a store brand is in general. Stores do distance themselves a bit further though — Walmart has "Best Value" brand or whatever, which isn't as explicitly a Walmart brand.