J. Clarke wrote:

[Hasselblad rebranded camera]

The question is whether they are using more expensive materials where it
affects function or durability,

If that matters to you, you're currently wearing out cameras
the way other people wear out thin socks and cannot buy/carry
a spare planning for your camera's planned demise (or buying
spares costs more than buying the rebranded Hassi).

or are they just putting a gold shell
around it?

For all I know they're not even gold-plating their name ...

-Wolfgang