Certainly it's questionable that it encourages market participants to be informed, rational and consenting actors, which we are told is a foundational principle of a market economy.
Fraud of what, you pay, they give you food? They're not selling shares or something
I suppose it could constitute a kind of fraud because someone who has decided not to do business with you can then be duped into doing business with you again.
white labeling, store renaming, etc would all fall under fraud if that were the case
Only if their intent is deception. Here is a good litmus test. If the executives think real hard and focus test how to rename something to trick people and hide their negative reputation, then that should be fraud.