Closer to the former, except no providing of specs, simply
cosmetic changes (which may not be changes in other market
regions for a manufacturer) for the most part.
Rosewill is definitely not targeted or perceived as a
high-value brand, there would be little incentive for Newegg
to enter into such an exclusive agreement. Various bits and
pieces of evidence have existed for awhile, I'll link one
and leave more investigative work up to you.
http://www.ripoffreport.com/reports/0/370/RipOff0370483.htm