They're buying much of their selection from another retailer after you purchase at retail pricing. I can't find the article but someone figured out at launch th

They're buying much of their selection from another retailer after you purchase at retail pricing. I can't find the article but someone figured out at launch that they were fufilling many orders at 2-5X the actual price sold (only cost of goods sold... not including shipping and logistics). They'll burn through half a unicorn in a year or so.