Best Buy's in-house Platinum Series brand of accessories for the HTC EVO 4G (and many other devices) is well known to be nothing more than Seidio accessories stamped with the Pt brand.
I suppose you could look at it as the generic version of Seidio, which is basically what it is, but then you'd have a tough time figuring out why the Platinum Series 3500mAh extended battery for the EVO is $69.99 when the identical Seidio-branded version (MSRP of $69.95) usually runs somewhere in the low $50s at Amazon. Best Buy's brand used to be significantly cheaper than "the real thing" (e.g., there used to be a $15 difference between the real Innocase II Surface Combo and the Platinum Series rebrand), so it's surprising that the retail chain's prices have been raised.
A quick look at Best Buy's current online inventory shows that the extended battery isn't the only accessory affected either. In fact, the generic Innocase II Surface case is actually now $5 more expensive than the real one!
And I thought the whole point of buying a lesser brand was to save some cash.