There should be a law against it. I got my last varifocals from Specsavers. The previous pair had Hoya lenses and were excellent but very expensive. The Specsavers ones had "Pentax" lenses, so I thought that's ok. It was only after I got them and was not happy, that I found out that the lenses are made specially for Specsavers by "Fredinashed" and that Specsavers had purchased the right to the Pentax brand. This smacks of deception to me.
Our last 2 Bosch dishwashers were not actually Bosch but another make I've forgotten with a Bosch sticker.