so did a lot of retailers. Walmart, Target, REI, every major grocery chain, etc. have all done it. IMHO, this is just business as usual, not sure why it's worth

so did a lot of retailers. Walmart, Target, REI, every major grocery chain, etc. have all done it. IMHO, this is just business as usual, not sure why it's worth pointing out that Amazon did it when others have been doing the same for years. Direct to Consumer is the way of the future, only way to protect your brand, sales numbers, and other proprietary infos.