Designer School Supplies

What is this I'm hearing lately about the list of school supplies having brand name items? An Ozark newspaper had to clear up some confusion over the brand names being used merely as added description.
One blogger wanted to know "what's next, bring your own toilet paper?"
Kiddo just enter her Junior year. One item on her list: a flash/zip/USB drive
(which-I just learned because I'm a redneck and technologically stoopid-is also called a jump drive, not junk drive.)
I sure hope we don't have to buy office desks when they are Seniors. Though, maybe that would be a good college investment. That's how I looked at buying the flash drive, and at least they didn't specify brand.
The Happy Medium
Technorati Tag:school