Rip offs I think have been a part of this scene since forever, it’s sad and frustrating but not everyone has good ethics unfortunately.
I think the seed market is so saturated now that to be successful would require something that differentiates your products from everyone else. In the meantime you can do the work to come up with your own varieties, give them to friends to test, try them indoors and out, stress them with heat and water etc.
I personally don’t appreciate it when I get a pack and everything is a different pheno, I know that some people like the ‘hunt’ but I want what is advertised, so this kind of stabilization takes years of work. In the meantime you can try and jump through the legal/logistical/marketing/branding hoops. I have thought about this myself, but down here in Oz it’s pretty much impossible atm.
Best of luck and don’t let anyone discourage you 