Historically, OEM drive suppliers have always supported brands to develop. Their success is dependent on the success of bike brands.
Now, Yamaha itself is getting into business, they will be competing with their own customers. So, it will create an interesting dynamic and some brands might perceive it as predatory.
Customer will benefit because of the prices but long-term, brands will be wary of putting trust in a company if they will compete against their products. It is one reason Amazon has faced such negative criticism. Once a vendor starts selling on Amazon, then Amazon will copy and try to undercut the supplier whether it is toothbrush or electronics etc under the "Amazon Basics" brand. A similar strategy has been adopted by Costco with their Kirkland brand.
Globally, Bosch and Yamaha are top tier OEMs for automotive parts and vehicles. It will be interesting to see how many brands will take on Yamaha after this announcement.