This is a roundabout way of meeting Google Shopping’s new requirements for recommended and required information. It is now important (in UK and US) to provide unique product identifiers such as EAN number, brand, etc.
For certain online retailers where there are custom-made products or barcode-free products this just isn’t practical sp with Curiouser and Curiouser emphasis has been placed on providing ‘brand’ information even if this translates into supplier or manufacturer.
