Interestingly, though, J Crew has admitted that one of the reasons they stock brands like Heller's and Mister Freedom is so that J Crew's higher priced garments look like a good deal in comparison. ...I don't know whether that's terrible, clever, or hilarious. Well, it's clever regardless. I guess it's no disservice to the featured brand, since - as shoreman mentioned - they gain greater visibility, and the pieces sell to collectors and enthusiasts anyway even if - as you said - they function mostly as a straw man for the average J. Crew shopper.