I don’t think it is manufactured but a reflection of the brand-ification of USAmerican thought. The culture is to think in terms of brands. The brand is a first-class concept, while the commodity as such is not as relevant, being the generalization of brand. It’s not that people misunderstand the generality of the phenomenon that Flock expresses. The brand is, rather, a natural mode of expression under monopoly capital, in which the particular pretends to be the general. Consequently people lose sight of the distinction altogether.