The difference is that CVS paid for all of the neck pillows that appear on their shelves, even the ones under their own white label. The suppliers of the white

The difference is that CVS paid for all of the neck pillows that appear on their shelves, even the ones under their own white label. The suppliers of the white label neck pillows provably made the other neck pillows. From their POV, they're largely indifferent because they've already been paid.