> Plenty of factors are helping humans to move on from brand worship
I only buy major brand-named items on Amazon, and only with Amazon as the seller. The one indispensable characteristic of branding, reputation, is more important than ever even though most brands' reputations are in the dumpster. Knock-offs of unknown or unreliable provenance just happen to be even worse. And even when you find a good non-branded item, reputation is still worse as non-branded items seem to change suppliers more regularly than the branded versions, and supply chain integrity is less trustworthy.
In brick & mortar stores I always reach for the generic, in-house brand (assuming the price is lower) knowing that invariably they're made by the same manufacturer as one of the major brands. But contrast that with Amazon's in-house brands, where it's unlikely they source from the same manufacturer as the major brands, and also seem to change suppliers more regularly.
American gun manufacturers have been outsourcing production for years. But that doesn't mean people no longer care about brands. Rather, many of those suppliers have made a name for themselves outright, or improved upon their previously lackluster reputation; those are the brands you often hear about today when people give recommendations.