The New Gatekeepers

In the old world, like pre 1995, there's kind of relatively constrained logistics, and relatively constrained retail and media. And now those filters are basically gone and there's infinite product and infinite media. Amazon has 350 450 million scoops. An awful lot of that is just stuff that doesn't exist until someone orders it. They don't want to monitor something one at a time screwing margin out of brands. It's found money, free money.