D to someone else to C

 I just read another article about a oh-so-successful 'direct-to-consumer' brand. Fair enough, it does manufacture the product [toothpaste], but it sells via - amongst other sites - Amazon. Errr ... if you sell through a third party [ie not direct from manufacturer to the customer] you are not a direct-to-consumer organization. Of course D2C is trendy and attracts investors - far more so than a retailer might. Hmmmmm😏