There's an argument that a lot of branding is simply an attempt to "de-commoditize" a product and thereby justify a far higher margin due to its perceived uniqueness. This seems like a particular case of that strategy.
It's not necessarily a sham, either: if the story you're telling convinces the right customers that this is the right product for them, it may be providing real value over the root product.
It's not necessarily a sham, either: if the story you're telling convinces the right customers that this is the right product for them, it may be providing real value over the root product.