I appreciate your comments & your question are spot on.
On the contrary, I believe that the brands use the online blogs to understand how their future distribution channels / customizations are going to evolve.
Most brands have no online channel today & i think selling direct online is something that they’re unsure about; which naturally leads them to partner with online blogs.
When I say that, I tend to agree equally that the ‘co-design’ is pretty absurd, the brands have to stay with their core pedigree to keep the interest.
Best,
Mahesh.,