It really is. A past company made an application that was in the app store for a couple years. Three different customers paid us to white-label the app for them, so we ended up with three additional versions that were new app packages and differed from the original only in fonts, colors, and logos. Two were approved after a short back and forth with different questions for each, and we eventually gave up on the third after 9 months of fruitless back and forth.