This is why I care.
The problem with house brands (end mills, hardware - even groceries) is there is usually little investment in the long term brand. If you buy your end mills from Joe Smith and Sons End Mill Company, that's what they do. Their name is on the door. If their end mill business goes in the shitter, so do they. Now take a house brand in a big box store like MSC. It says Accupro. Today the low bidder to supply them was Cha-Ching company. Even if I buy a couple and like them, when I reorder them tomorrow, it could be Ding-Dong, or Slavichevs Fly By Night - I don't know, and I don't know if it will be anything like the ones I ordered last week. With Joe Smith, it was either made by Joe or his son. Further, let's suppose MSC delivers a bad batch of Accupro that everyone hates, it kills people and then gives them cancer. Does MSC fold? No, they just introduce a new brand, ApproxHobby. Slight short term impact to their cash flow. At MSC, it doesn't say Accupro on the door, it says MSC. If Joe delivers a bad batch, he better make good real quick or he is finished in the business.
Same thing is true of Home Depot and their stupid house brands, or our local grocery and theirs. I prefer a product from a supplier with their name on the door, who lives and dies by the quality of that product. Or at least one with a lot of investment in the brand and something to lose if they get it wrong.