In that era, when Amazon offered sellers was basically just an online catalog, and subjects described to me faxing Amazon to apply to sell to it, giving Amazon their cut, and then every day, or couple of days or week, whatever it was, Amazon would send them orders with the names and addresses of the customers, and they would mail them off. The other thing I realized that this language of the Jungle reflects or that I believe it reflects is the huge growth in the mid to late 2010s of whole industry of consultants and firms providing software and services to Amazon sellers, specifically all of whom try to brand... or most of whom, I should say, try to brand themselves using the imagery of the Amazon and the jungle with Amazon's branding.