I think the glaring issue with that line of thought is that the position of 'rent seeking middleman providing a web storefront' is pretty commoditized, and is l

I think the glaring issue with that line of thought is that the position of 'rent seeking middleman providing a web storefront' is pretty commoditized, and is likely not viable long term. In their niche, they had a smaller addressable market, but they had a moat from their brand within said niche. Outside of the niche, that moat doesn't exist, and they are competing against Amazon, Ebay, and many others.