> On one hand, I don't necessarily mind that established brands get sent down a peg. Especially when they sell an entirely commodified product and expect a reta

> On one hand, I don't necessarily mind that established brands get sent down a peg. Especially when they sell an entirely commodified product and expect a retailer to help pad their "brand". For any product that's basically extruded plastic, Amazon is literally Robin Hood taking brand equity and distributing it to the people.