I don't know all the historic inner details, but I've worked with high-volume chains in the US for years. Prior to digital, all the main film manufacturers were interested in this sort of business. For a variety of reasons, Kodak was pretty much the way to go, in the nominal 100-speed line, from CPS (C-22 process) thru VPS II, VPS III, and then Portra.
If you were in sales for another brand, you didn't have much chance of displacing one of these films if you didn't have a same-speed, or nearly same, that could drop into an existing workflow. (The same situation existed with pro papers in the US, if your paper didn't give terrific results on a pro Kodak film, you didn't have a chance of getting the business.)
So this used to be an important reason to have matching products. Anyone who doesn't think this was an important factor just doesn't realize how much volume was there.