Just like I stated on the amazon bb.com article, this is closer to a monopoly and going farther away from capitalism.
Amazon operated in the red for years and years, and they can do the same thing in supplements in order take over the space. Amazon has the ability to keep shoving their low quality products in front of consumers far longer than these companies can stay solvent. It’s happening to bb.com, and it will happen to many of these brands as well.
Most consumers are not informed and there is no way a good brand will be able to compete with a $17 2-lb protein in the long haul. There is a high likelihood that more cheap brands are going to emerge in attempt to compete while amazon puts quality brands out of business.
And the middle class… continues to diminish… and the 1 percenters continue to grow.