I know about private labeling but Whats up with sellers labeling generic toys in listings under a brand of their own when there’s nothing to prove it’s their brand?

I’m on Amazon.ae and I see lots of listings that are literally on the top 100 top selling which are generic toys that are 100% the same from alibaba and the seller that created the listing has it as a brand of his own when even the pictures are the same generic photos from alibaba? No printed label of that brand or anything. Is it just because he created the listing so he can name the brand as he wishes? And now that the listing is popular and other people want to sell on it he can private label claim the competitors? Even though there’s still multiple sellers on that listing. Do we just ignore it?