I had two long-read articles open about this subject open for months. I finally read them last month and barely understood anything (basically, Chinese drop-shippers invent fake brand names to avoid trademark issues). Evidently, HAI read these articles and actually understood them: Amazon forced resellers to trademark their names with the expectation that the patent office would investigate their products and vet their quality, and if they didn’t pass muster, they’d get shut down. Instead, the system buckled and the solution got gamed.