People choose to differentiate by superficial brand identity specifically because it creates the experience they want: reproducible access to consistently acceptable quality.
Their only selling point is a certain mid-market bling. No one making a rational decision would ever buy one.
But this is basic US MBA strategy. Cut corners on tangibles, replace them with hype and marketing bullshit targeted at a specific demographic, then leverage The Brand™ to charge the highest possible prices.
Use both formal traditional advertising and informal online astroturfing to maintain the illusion of value.
It's called marketing, but in reality it's industrial-scale behaviour modification.