Hiding brands?

I’ve noticed a lot of sellers editing out brand tags and using vague terms like “French brand” in their descriptions

What do you guys think of that? I’m a seller myself, so I can understand if someone wants to keep a brand to themselves if it hasn’t blown up - but I’m not sure how I feel about it!! It’s a bit gatekeepish lol

But then again maybe being selfish and keeping brands to yourself is the key!