GE Appliances sells products under its many brands: Haier, GE, Profile, Cafe, and Monogram. In many cases it sells virtually the same appliance under several brands at different prices. For example, the GE Profile PHP9036DJBB ($1693) and Monogram ZHU36RDPBB ($2930) are the same except for the controls. Likewise, the GE GWE23GYNFS ($2450) and Monogram ZWE23ESNSS ($4130) are virtually the same except for the doors. Shop carefully can you can get the same appliance without spending $$$ for the name tag.