Because They did not design or build the product. You're right in saying that a lot of companies sell a product manufactured by somebody else, but in order for it to be their product, they design it, then get 1 or more other company(ies) to make pieces of it or the whole thing. BlueAnt had no part in this product except after a while striking a deal to sell it under their name to gather more sales of it.almost no company "makes" their entire product. I'm sure Suzuki didn't make all the parts for our bikes, and I know almost no electronics company makes their own pieces. Just about everything you buy was built with pieces from numerous companies. So, I don't see why it wouldn't be considered a blueant product.
I'm in no way saying it's a bad product, I believe it is actually the best product of it's kind, just don't think that the BlueAnt one is any different from any of the others. If you see a cheaper price on one of the others, grab it, it's the same thing.