- The document discusses the changing business model in the manufacturing and distribution industry where large retail chains are increasingly bypassing traditional distributors and buying directly from manufacturers. - The author received a large response to a previous article on this topic, indicating widespread agreement that this transition is dramatically impacting the industry by reducing the number of manufacturers and eliminating levels of distribution. - As an example, the author worked with a major retail chain to price match a basket of 20 items the chain bought directly from manufacturers. On most items, the author's company could provide significantly lower pricing than the chain's direct deals. However, the chain was unwilling to consider alternative supply options.