Right. I used to think that Amazon was just supremely incompetent, but my opinions have shifted in recent years. I truly believe Amazon is intentionally causing

Right. I used to think that Amazon was just supremely incompetent, but my opinions have shifted in recent years. I truly believe Amazon is intentionally causing brand dilution to strengthen their value of their on in house brands. It makes sense as the next logical step in terms of growth. Own the marketplace, then own the supply chain, and now they want to own product development. Manufacturing would be next.