Obviously, that's business 101. Consumers should consider that ultimately all these cheap too-good-to-be-true offers cost them more than if they initially paid a bit more, but had more long term competition in the market. Amazon was the same way, they lost money for years but now have a quasi monopoly in many countries. There's a general trend towards such ventures supported by backers with deep pockets. And so the few extremely wealthy people get richer and richer.