The hub could be their design but be made by a true hub manufacturer. For example the new Rolf hubs are made by White but are their design. Sapim makes their spokes to their design. When Rolf was Rolf before Rolf was Trek it was DT/Hugi that made the hubs. Now that Rolf is Rolf again he had to change suppliers I believe by agreement with Trek.
That is what I'd like to see other wheel people do.