Which one is worse? Costco shelfing it followed by a generic replacement once the consolidated volume is high enough to achieve a crazy margin profile, Walmart using the bill of materials to alter the product in a way that achieves a particular customer goal (like all-in cost) or Amazon paying nothing but requesting meeting after meeting and demo after demo ahead of a potential acquisition and (maybe sometimes maybe never) stealing your idea basically full bore and competing with you?

No way; generic products are a boon to affordability.

You'll see a hell of a fight if you try to take "No Name" from Canadians.