Well it's working, I just ordered a cheap set of Amazon Basics flatwear that was about $5 less than the closest competitor.
I don't really have a big problem with this. It reminds me of Sears in it's prime: Sears never led the way with anything and most of their house brand stuff was a less artful version of the name brands, but was cheaper and functional for the most part. I see the Amazon Basics the same way.