There's a quote from the 1950's from a judge very skeptical of extending trademark law to the effect of "we shouldn't allow building brands too much, because then people will buy things for reasons other than product quality and that'll undermine competition in the marketplace by making products non-fungible."

I personally like monopolies,[1] so it's cool with me, but you have to wonder what the internet would look like if Adidas sold shoes and not "footwear experiences."

[1] There is no profit in perfectly competitive industries, and thus no money to do cool stuff. That's why, e.g., Microsoft is so screwed. It keeps hoping for innovation out of companies like Acer, Lenovo, Asus, etc, that have profit margins of just a few %.