BB, in their ongoing strategy to tighten up their profit margins, is now putting BB specific UPCs on any merchandise they might be forced to price match from a competitor in a BF sale, and to keep competitors from price matching their BF sales, thus forcing people to shop at BB for their BF deals.
The UPC and model number altered merchandise is the same exact items available at other retail stores, just with a BB specific UPC and model number pasted on it.
While many retailers have been occasionally doing this over the years on low margin or loss leader items, BB is now planning on doing this much more aggressively, according to a FOX news story I just saw a few minutes ago on TV.