I disagree. If Fluke is known by their color scheme, and they are known as a quality product, then they have a valuable reputation to protect. If a friend of mine gets the crappy $15 DMM that "looks just like" my $200 Fluke, then wonders why it isn't accurate, breaks after a couple of months, etc, then Fluke is the one who loses, not Sparkfun.

Have you looked at a Fluke next to the SF DMM? They don't look like Flukes. Flukes have a very thick border visible from the front in a very bright yellow. The SF on has a very thin visible orangey yellow border caused by the back shell. The faces aren't similar at all beyond a large dial and display. Very different designs.