IMO, not different at all. The retailer/distributor model is going away for lots of consumer goods, it's simply not as efficient as selling direct to consumers

IMO, not different at all. The retailer/distributor model is going away for lots of consumer goods, it's simply not as efficient as selling direct to consumers. The world has come full circle. You used to buy your candles from the candlestick maker. Then you bought them at the department store. Now you buy them on the internet directly from the candlestick maker.