The only reason I can see it working is via trademark. By that I mean the company name is on the product, no patent is on the product so they use a type of shotgun approach. They put out multiple products in quantities of 5000 or there about.
This is the model I am using for our products.
I am not interested in licensing right now nor patents. I release the items with name unique to my entity and that is what I push, that is what I will defend -- the name, not the product which can be easily copied and used by others, just cannot call it the name we have given it.
Attemp to do that and we come after you like a bull dog.
That is our aim right now.