Because, they being touted as being on par with other instruments that have better hardware. Yes they function, but that is not the point. There is a reason an American Standard cost more than a Sire or Squire bass.
True enough. And one of the several reasons why is the name on the headstock.
Do not downplay the value of name recognition, cachet, and claims of mojo. Because Fender certainly doesn't. They use it. And so does every other bass maker that has any.
And BTW, when you say that the fact they function is not the point, there are many who would disagree with you very strongly about that. Including, I'd suspect, Leo Fender himself.
Functional was what it was all about when it came to the design of his instruments. He put function, ease of manufacturing, and ease of repair on equal footing with sound quality. Those goals are not mutually exclusive. You can have an inexpensive and simple instrument that sounds incredible. As the Strat, Tele, and Jazz and Precision basses have repeatedly demonstrated.
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