Nothing to do with branding or hog wash sinkie don't support sinkie mentality. The simple fact is that until Creative can up their game in terms of sound and product quality, they will never stand out in what is already a very saturated and hotly contested TWS market, let alone mix with those established big brands.
Ask you lar, if you are an audiophile, would you even remotely consider getting a Creative TWS? If you are budget conscious, there are plenty of cheaper choices out there. To Creative's credit, their TWS models have one of the better rated battery life in the market and if they can make improvements to features like ANC while keeping prices in the $50-80 bracket, i am sure they can still attract buyers who simply want a cheap, feature packed TWS that works without necessarily excelling in anything particular.