Since we're reminiscing, I remember Sears sold a "Sears-version" of the Atari 2600. I forget what it was called, but it was identical to the 2600.

My 9 year old brain was convinced that it was somehow inferior to the Atari-branded version of the 2600 and I was sad when my parents got me the Sears version for Christmas (it was probably cheaper than the Atari, I can't remember).

It didn't take me long, however, to realize it was the same thing with a different logo.