IMO it would be out of character for them not to offer a "store brand" even Walmart offers a store brand, while still selling Fram EG. Because now you have Fram and Purolator (Mobil 1 in this umbrella) sold in stores, and the only economy option is Puro, and being a former worker of AAP I can tell you, you sell 5:1 economy vs premium (w/o oil change specials)
So why would Fram want to miss out on that market? That is what makes me think there is something ahead of the curve. But, I could be wrong, I guess time will tell.
I think AAP has shifted, in a very good way, to being price competitive with Walmart and other "cheaper" retailers with their oil change bundle program which I am a big fan of and wish that they would expand it further. My thought is that from AAP's perspective you can buy a jug of oil and an oil filter for roughly the same price or even less than what you pay for the same at Walmart. AAP also offers a variety of discounts and other promotions to sweeten the pot. If you look at the Fram Titanium or Force or even Purolator Boss those are all unique product offerings.
I think AAP is very smart in how they went about doing this and it appears that they decided to open up filter choices for most oil offerings in 2021 which I like as well instead of being forced into buying one or two specific filters to get the deal like in the past.