There is a very good reason for this, and you won't believe it, but triggering even negative emotion is great for business.
Beside negative, you have a lot of people who never created BHW account, but buying from BST's. Design and promises is what sells.
On the other hand, you have passive positive emotion, that could be something that almost any being is seeking for, security.
You cannot stop your brain from seeing a landing page along details. This often gives a good feedback to the customer, and a green light.
I personally don't think that someone had to copy another person project,
because this is a well known 'math' and unless you haven't tested yet, you can't feel the power of lady gaga, and others.
It is the right way of doing business, story sells, fancy thread sells.