If we're doing analogies, we may as well go all the way. I think the issue is that people already saw "BRANDNAME DISCOUNT EDITION" on the shelves, had time to think about it, then bought it knowing fully that the label was a negative. They still chose it because it had the "BRANDNAME" even though there were non-branded options or slightly less prestigious brands that are just as good in quality. Now these buyers are complaining about the label and are asking the store to change the label so that they now look like they have the regular "BRANDNAME" product. Both the store and the buyer knew what they were selling/buying. The sad part is most of the people complaining are snobbish types who want to be considered equals with the "elite" who wear the regular "BRANDNAME" product. If they get their wish, they will make sure everyone in town knows they own the BRANDNAME product. I cringe when I meet these types of people. There are other buyers who are satisfied with the product and are wearing it everyday to work/school and are proud of their purchase because they know the quality is good and not because it had the BRANDNAME. These are the people I respect regardless of the BRAND.