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Yeah to a certan extent it's true. The factory in China churns out helmets by the ton and brands them up whoever wants to buy them. There are now 4 brands to my knowledge in the UK selling identical helmets at slightly different prices.
As for protection, well Snell 2005/2010 is NOT a "ten bob" standard and Snell regularly buys up helmets for check test so they will all protect to a pretty high standard. As mountainstar says, the difference in price boils down to weight, comfort, fit etc - but surprisingly not necessarily quality. Although grab hold of a £150 f/f helmet alongside a £400 one, and the weight will tell you which is which.
As ever, you pays your money and you takes your choice.
While there is one importer who "designs" his own helmets others are standard items badged up at source. That doesn't make them bad, far from it, it ensures there is a good supply of cheap helmets. Remember the "exclusive" import deal applies to the brand name, not the helmet, and it's always worth shopping round!
If price is important to you, my advice is to shop around and look for similar helmets with different names on.
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