That is an important distinction. I was just about to say (when reading ULF article) that this proves the point that people buying Breitlings/ TAG’s etc that have the same movements as “lower tier” makes like Tissot or Hamilton are essentially paying for clever branding and marketing and little else. But the movements are strictly 'better', but only by virtue of ETA doing the prettying up, not the manufacturers themselves.
It does make all the fancy names manufacturers give the same movement laughable. You can put lipstick on a horse, but its still a horse!
Great article ULF.