A Better Business Model.
Maybe it's not my place as a newbie, but I'm just gonna' toss this out there and hope for the best.
As an artist I have tons of "competitors" some better than me, some below me. I'm friendly with a good many of them and often promote their products ... And sometimes they promote mine. Sometimes we help each other with "tips" and ideas ... And while it can happen, we avoid fighting.
How this relates is, if I was a Derby Racer of note (lots of wins) selling a product, I'd be trying to work with others to sell their products on my site too.
Why?
Because the consumer decides what's best for them and what they are willing to spend and that can be influenced.
Generally starting racers (myself included) are not well enough informed to know the difference between a $20 jig and a $200 jig other than the cost and will generally buy the one they find first, i.e. The one best marketed, we know who that's is, right.
So as a smart seller I'd be selling products from company "A", "B" and "C" as well as my own, giving reasonable explanations as to why one item is or maybe better than the other for the consumer.
The logic is this, if three or four small companies want to compete with the predominate big company, they have to do it together to even get noticed in the market. We all know if you google pinewood derby it's not the small companies that come up first.
So, if I'm selling everyone's tools and parts that I can and letting the consumer decide what they want and can afford, I win as long as they are buying something I sell or get a percentage of, I'm winning. Not winning against the "competitors" but winning a sale.
Granted, it's not a sure thing it works every time, but it's the only way to get noticed in social media and get a bigger market share away from the big companies.
Think of it like NASCAR, even with all the racers competing (and sometimes fighting admitadly) everyone wins because everyone is making money.
Another example (and you can watch the movie) is drag racings "Snake" and "Mongoose", two top competitors that worked together to make more money than they could individually.
It's all marketing my friends and it's the fans that decide where the dollars go.