Several years ago, when they first got on the "good, better, best" bandwagon ... we sold 3 kinds of brake pads
AE (Application Engineered) which were the premium line.
SS (Sure Stop) Less expensive, but still decent.
Verdic (Later re-branded as True Stop)
I had some wiseacre come in, looking at the counter mat, who remarked:
"Hmmm. They should call these...