In short, these guys have been supplying goods to most of the big name e-commerce affiliate programs for a long time already. And now it's time to make their own, which is quite a logical step. And where one company has the whole chain from China to the customer, there is a reserve of a margin. And where there is a margin reserve, there is less chance of shaving, wild upselling, and other crap. And the guys are smart, I know them personally.