Unscalable is not synonymous with hard for the vast majority of people. If you communicate confusingly, you'll be asked for clarifications. That's not nitpicking and you can avoid it by using words for what they're for.
> What you're missing are all of the thousands of people who try it and fail.
It's not easy or hard. It's lucky. It's getting your ad seen in the right place with the right audience and taking off with enough sharing to build virality. Then your store will do a brief burst of good business before you fall back into irrelevance and continue.
It's highly analogous to gold rushes. And then as now, the people who get reliably rich off gold rushes aren't mining gold, they're selling shovels and pickaxes, namely: hustle influencers, shopify, and indeed, Amazon.
> That's not just ordering shit from China. If it were, Amazon would do it themselves
Buy some Amazon Basics stuff and check where it's made, then get back to me.
> and cut out all of these middleman
Which is what they seem to be doing.
Like again, for emphasis: Amazon is not a good guy here. They are neutral, at best. But I have very low sympathy for people who build their entire way of life on one single platform that could at any moment tell them to kick rocks. It's bad when YouTubers do it, it's bad when instagram influencers do it, and it's bad here too. And all of these usually end in similar ways. You're only as good as your last post, your last sale, your last quarter of profits and if your and the platform's interests diverge enough, you'll be dropped like a flaming bag of dogshit.