It's how you look at it: the combination of hardware components is not exclusive to any brand or label. As a matter of fact, 90% of all PC hardware (graphics, motherboards etc) comes from only 3 manufacturers (Foxconn, MSi and another one)! They produce and label the hardware (according to the brands' specs) for all known brands (ATi, Asus, PoV, Asrock, etc etc). This is also the case with routers, switches and so on.
So there can be a lot of similar parts used, but the firmware will be different.