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I suppose the same reason General Mills, DKNY, Levi, Gap, Campbell, Frito-Lay branded products cost more than a generic brand. The product could be the same or equivalent, but consumers, especially those who are not trained to know the difference (if any), are programmed and accustomed to prefer "name brand" products. There are complex psycho-sociological needs, expectations and comfort level elements at work known and fully utilized by advertisers and behaviorists.
The conflict comes into the picture (I understand fully) when the same brand product is introduced to different markets at dramatically different price points. On a smaller scale are the same/equivalent Bosch parts sold at a brand name retailer (MB, Porsche, Volvo, Saab, etc.) and those sold on the aftermarket. Same result. The consumer relies on the dealer to provide a minimum comfort level. There's also the proven law of supply and demand.
You also assume the Chevy/Ford/Chrysler Mahle pistons are made to the same specs as the ones designed and manufactured for our air-cooled engines. Maybe, but maybe not. I do share your pain though.
MHO,
Sherwood
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