A lot of times when companies start out such as offering web host services it’s not uncommon that to do so one would simply resell someone else’s service as it can just make sense financially. That is until you grow big enough to justify having your own dedicated servers and all for the operations. This is why it was surprising to me when I saw a company try very hard to hide the fact that they resell services. While I understand it from an image perception point of view it just seemed odd to essentially lie about it to people who are knowledgeable about it.
To me personally while you can see that as a sign of a bad company where they are too small I think overall it would be a positive. Especially if you can give better rates where people are essentially getting the same thing for less money. The only time I can see why a person would want to mislead about it Is like those food shows where at times restaurants are caught buying store prepared meals and then reselling it as if it is freshly made.
But for like the hosting example I personally feel there is no harm in being transparent with it for the most part. Even a lot of telecom companies simply resell the larger company’s lines as an example because in many ways they have to.