> for the first box again??

It's not necessarily the exact same content, just made by the same 
company in the same factory (as already pointed out, it might use 
cheaper ingredients, not be subject to the same level of quality 
control, etc.).

In some cases though it is exactly the same content.  Just look at Tesco 
20x 500mg paracetamol for 18p or whatever it is today, and some other 
branded version for at least 5x that price.  Yet it still sells.  Even 
right next to the Tesco one on the shelf.  People are happy to pay extra 
purely for the brand, this is nothing surprising or new.

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