If you think about it economically they only have a tiny fraction of my money. Sure they have the $60 I just spend on a new side table, but they don't have the countless thousands I'll be spending on a new bed, bookshelf, kitchen, dining room table etc. etc. over the next decade. Why on earth wouldn't they want to try to grab that money as well.
Low end furniture competes on price more than brand. If you bought a really cheap side table, they know you'll probably but a really cheap bed -- whether it's made by them or not.
