> wouldn't they switch off the platform as soon as they get big enough?

OpenStore is buying the business outright. That's what makes this venture seem crazy to me.

Maybe they'll get lucky and buy a bunch of Scrub Daddy equivalents, but I still think that the founder's personality and what they bring to the table is the determining factor in success for these breakout successes.

Well if the platform owns enough of them they could just try to be a big destination site. But you're right, they probably would need to leave to be huge brands.