A proprietary or sole-source specification closes the door to other manufacturers. On publicly funded work it is generally the exception, because public owners are usually expected to keep bidding competitive.
Specs sit on a spectrum: proprietary (one product, no substitutes), listed manufacturers, basis of design with equals allowed, descriptive, and performance.
Why it matters to manufacturers
A proprietary spec that names a competitor is rarely worth chasing on that project. The time is better spent with the architect before the next one is written.
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