Anything that is related to personal safety. For example, if I am on a long backpacking trip, I will have a durable, waterproof, and lightweight tent, because I'd be in big trouble if I woke up in 2 inches of water. Oh, also beer.
Staples are fine to be generic. I've never encountered a quality difference between different brands of your standard staple.
What celebrity (or any person) would you not mind vanishing from existence?