I've seen this exact same thing happen in other industries.
An American company has an overseas manufacturer make products for them, then the manufacturer later bypasses the American company and sells direct into the US with very similar (or the same) product. And usually under-cuts them price-wise.
Happened in the RC hobby industry I used to work in.
Yes because as we all know, American companies wouldn't dare to rip off Fender left right and centre.