I haven't seen a case yet where the branding is that deceptive. I would like to see it, I'm open to believing it exists.

So far, in the examples I've looked at, it has been fairly clear who the players are. I liken it to seeing the logos for car manufacturers on a car rental company's website. I know I'm not entering directly into a transaction with Toyota. I understand that if I search "rent Toyota" on Google a lot of third party services are going to come up in the results.