Exactly. If they had chosen instead to use FBA, ALL of the frustrations Princeton documented would disappear. Of course they would be replaced with a different set of frustrations associated with FBA, but they would be able to set their own price, their own priorities, etc.

I have a friend who works for a company that is a supplier for Amazon and Home Depot. He says they are both equally demanding and inflexible. I think that's just the game when being a supplier for big box inc. And obviously Princeton is not a big box product.