That's kind of the point, though. Supply chains are becoming more transparent and accessible to the end customer, so in 2020, you have a much better chance of going "directly to the source" than you did 20 years ago.

So the FOMO is paying a brand markup for consistent quality you could get for less.

Then you have "established" brands that are just trying to maximize profit. And "new" brands that are just AliExpress resellers. So trust that even a Brand™ experience will be a good one is waning.

In other words, the premise that you're paying for time savings is less assured, and the information to actually make comparison shopping worthwhile is right there.