A world where people know the difference between the companies:
Bob: Hey, did you hear about RAGE? I'm so excited!
Dave: Yeah and TES V was announced yesterday!
Bob: I can't wait for both of them!
A world where people don't know the difference, a.k.a. our world:
Bob: Hey, did you hear about RAGE? I'm so excited!
Dave: Yeah and TES V was announced yesterday!
Bob: Oh damn! I had no idea! Well, as a gamer who apparently has the attention span of a fly, I have absolutely no idea what RAGE is now that TES V has been announced. My memory of it has literally disappeared. I- oh look, a butterfly!!!!
Dave: What the hell is RAGE? I- BUTTERFLY!!!!!
How does that make ANY sense at all?
I guess the only way I can illustrate my point is by using an example. Bioware released Dragon Age: Origins and Mass Effect 2 both within a very small time frame. Being a sequel to an established and celebrated series, Mass Effect 2 enjoyed the bulk of the commercial success.
Would Dragon Age have enjoyed more success if its release was spaced apart from Mass Effect 2's? Maybe. I don't think it's a stretch of the imagination to think that it might behoove people to hold back on an infantile series when a new installment of their favorite series has just been announced.
In what I hope is a fairly objective claim, I'm going to say that while Dragon Age is exercising a lot of potential, the Mass Effect series put out a more polished game overall.
Reading reviews and trying to save money, customers are going to very quickly decide which is the better option. Especially when the same company label is tacked onto both titles.