Because those middlemen create competition in an online marketplace that is increasingly monopolizing the online market. And all 3p sellers are not middleman.

Because those middlemen create competition in an online marketplace that is increasingly monopolizing the online market. And all 3p sellers are not middleman. Some are manufacturers and others are simply willing to take a smaller margin or are even selling used or refurbished products that people like me usually buy when given the opportunity to save a lot of money.