I think it extends to all D2C CPG, even ones that appear to have sourcing front of mind, or at least claim to. Branding, design, and marketing can come together to make it very difficult for even a discerning consumer to tell the difference between what is effectively a generic white label and a thoughtfully-sourced product. There was a good discussion about this on HN in re: headphones recently but it applies to just about everything in the world of manufactured consumer goods.