I also believe that people like Lucas Oil realized they could take product they are already producing change its packaging and sell it at a 400X market by calling it gun oil.
And yet they are often half the price of many other products on the market.
The only product that is repackaged and marked up might be their gun grease. But grease is always more expensive when shipped in smaller quantities, and their price is inline with the market. Everything else is either unique to their Outdoor Line, or is priced at a similar price point. Like the Outdoor Line Contact cleaner is sold at nearly the same price as the Racing Line Contact Cleaner.