Yep. If I need a USB cable or some other electronics commodity, I at least know that the Amazon Basics isn't a knock-off and it's at least good enough. That, of course, reflects badly on Amazon in other ways but it is, as you say different from store brands which are mostly about undercutting perceived premium brands with good enough product for people who aren't fussy. (Or for offering a cheaper alternative for things that really are commodities.)