The very visible branding is because a) they work very closely with the products that get to use goretex, and they guarantee those products. So if I buy a Marmot rain jacket with goretex and I have a problem with it, I can go to goretex and they'll replace it. That's a pretty strong guarantee that consumers want to see very visibly. and b) they market hard to convince consumers that if it's not goretex, it won't be breathable. A bunch of competitors (outdry, event, neoshell, etc) popped up a few years ago and lots of companies switched to them from goretex, but goretex has since reeled them back in and now we see most companies using only goretex again.
