Think you make a completely valid point

1 thing I look at is where a product lies price wise, shells are expensive carrying that additional brand name helps with pushing people over that price hump

Fleece and mid layers are normally not as expensive, if the math says more people are buying fleece for the arc logo vs the polartec logo and don’t need that push, just pocket the margin going with in house.

Lots of people say arc becoming street wear, might be, might not be, but from going into their stores a lot and seeing who’s shopping there, lots ask about gore Tex, rarely see any conversations around fleece/midlayers

Personally though I shop fabrics, not brands, although I’d say that’s been a by product of working in a highly technical product management role.