Which reminds me, I went to the drugstore, a few weeks ago, to get a razor and blades; I took a look at Harry’s, I think, and, surprise-surprise, they are priced about the same as the incumbents...
[Edit] This video link explains the head issues https://www.youtube.com/watch?v=V-JRaAyJz_E&t=2m10s
They buy from the same OEMs, they just have different websites.
You're right. For commodity products, branding is the differentiator. Like...what's the honest difference between Crest and Colgate toothpaste?