Right, but that’s the whole catch-22; being able to go somewhere to get what you need without learning a new site, assessing rules, product, credibility, learning their interface, etc. is part of the value Amazon provides(and I despise Bezos and Amazon). You wouldn’t “go directly to the supplier” for every purchase given time and mechanics above, so at some point you go to a bigger name that will do some of the legwork of aggregating suppliers into a useful, repeatable interface. By the time and "independent, new, direct purchased place gets big enough to be useful to many people you will then say it’s "just open of the big retailers/etailers”.

In 2025 we’re probably well into a cohort that never had to learn how to search the internet in earnest and probably well on our way back to people who may visit 1-3 retailers before purchasing online. We’re basically back to “you’ve got mail” days when most people didn’t know the difference between AOL’s platform and an Internet browser and just took what was presented to them without any effort on their part. Human nature to a degree with path of least resistance I guess.