Often Cisco/etc will refuse support cases if you aren't using their optics, if the switches/routers even work with them in the first case, which isn't a given as often they'll refuse to work with non branded optics.
Really just a money grab by the big network vendors.
This box allows you to flash the firmware on the optic to say its from whatever brand you want (Cisco, Dell, Aruba, Juniper etc) so that you can get it to work in that companies switch/router.
For most SMEs, the brand of optics makes no difference. Maybe keep a few legit branded ones around for debugging and when you need to raise a support case. But otherwise, the generic ones flashed to look like branded ones work just fine.