Reseller..very much agreed.
The analogy I have in real world terms...there was a coffee shop in my town - awesome coffee, independent smaller brand...loved that place.
The big "Bucks" national coffee company came in, and within 1.5 miles of this coffee shop, put in 4 shops, exactly the same, surrounding this shop. New patrons would never find the local, mom and pop shop because they would first see the big brand first, and go there, zip through the drive through without giving it a second thought. Mom and pop store eventually driven out of business. After that, three of the other big bucks stores closed - mission accomplished. True story.
If one company owns, in one way or another, 60% of a search page for the same query, offering the same info ("cookie cutter") - I would guess and hope that most people would find that highly questionable...the same way that there has been a significant 'backlash' against the coffee company I have referenced in the past few years over their aggressive, unethical marketing practices once people started catching on to what they were doing. But, if you have the money, and you can, many companies will.
The top 'brand' in my niche, I have found out, now owns 28 sites, and growing - all in the same niche, going after the same keywords and queries.