I noticed this when looking to mail-order some espresso pods: there were eight versions of the same shitty German mail-order company in the top 30 results or so, each trying to look like an independent site targeting a different audience, which you only found out were the same when you tried to check out and saw the same ridiculous extra fees tacked on in the shopping cart. Took forever to find a legit store which was not run by the same guy.