In the end of the article, the author plugged their competing platform so this isn’t a neutral opinion. I still agree with it. A federation of online retailers would be an interesting idea. Given that it involves exchanging money for products, it would be a lot more completed than kbin, lemmy, or Mastodon.

Brick and mortar store do it too. Pharmacies sell name brand drugs and their own generic version next to them. I buy the generic version. I would like to lose that option. Amazon is a different story.