Guy walks into Costco, sees inexpensive nailer. He thinks it's a good deal so he buys it. If he knows Snap On products, then he knows based on the price it's not on par with their other offerings. If not, he buys it based on price.
Some time goes by it either works ok for him or he has issues with it and maybe gets angry, maybe just throws it out. So if he gets angry, who does he complain to? His neighbors, who probably have garages full of HF tools, Ryobi cordless, if they even have that. If they have heard of Snap On they are never buying it, regardless of his input. Or is he complaining to guys that would buy Snap On, like pros or serious enthusiasts who will spend much of their discretionary income on high end tools? Do you think those guys will stop buying Snap On now? No, they already have their minds made up on what tools they will buy. They could care less what someone thinks of their Costco purchased nailer.
Snap On accessed a new market, collected their money, and their brand does not suffer.