In general, it feels like this sort of company as a venture backed company is a waste of time. I understand you can create a 'brandless as a brand' company and make people think they are getting more for less, but this is literally just an exercise in consumerism and customer acquisition. I don't love that nonduraable CPG is controlled by a small handful of conglomerates but I also wish VCs would ignore this type of play and work on doing something more meaningful. I understand that there are and will be investors in different categories, but things like this feel like venture backed plastic pollution as a lifestyle brand.