Direct-to-consumer businesses have taken off due to the internet. It’s never been easier to start a sock company or glasses company etc. Historically you had to get in to the big box retailers to sell anything non-local but the internet has flipped that on its head. Even big platforms like eBay and Shopify (and even Amazon) are offering small businesses and individuals way more opportunities to sell than they would have had pre-internet.

Furthermore in a direct to consumer world, incumbency matters way less. People had fewer options pre-internet (whatever was at their local store) and now brands largely compete on quality (reviews/ratings) rather than pure placement and marketing.