And that is exactly why they should have built their own shop and used it as their primary storefront. With services like Shopify or Squarespace it's not rocket

And that is exactly why they should have built their own shop and used it as their primary storefront. With services like Shopify or Squarespace it's not rocket science these days and you could still use Amazon, eBay or other marketplaces as additional sales channels. It's almost reckless and short-sighted not to maintain a truly owned store - don't put all your eggs in one basket.