Perhaps not everyone can research cures for cancer, but that's not a good reason to then become the "cancer". Just because it's how it is now, doesn't mean that's how it has to be. Ideally Amazon, Walmart, Google, etc.. should manage their marketplaces better to provide a optimal consumer experience, but it seems so long as they get their cut, they couldn't care less. The continued consolidation of competition leaves fewer options for consumers to even "vote with their wallets".