Welcome to Access ProRata, where we take just 10 minutes to get you smarter on the collision of tech, business, and politics.

Brought to you by America's beverage companies. I'm Dan Permac. On today's show, Google changes up its rules for political ads,

and President Trump thinks he opened a factory that actually opened six years ago.

But first, algorithmically inspired shoes.

That's the term being used this week by Joey Zwillinger, co-founder and CEO of wool sneaker maker Allbirds.

And it's not a compliment.

Instead, it's what he's calling a line of knockoff wool sneakers that Amazon just started offering

under a brand called 206 Collective.

So what is 206 Collective?

Well, it's new.

It's one of more than 70 so-called private label brands owned by Amazon, which tracks

what other retail products are selling well, both on its platform and elsewhere, and then

basically copies them and sells them at a very discounted price.

But again, not under the actual Amazon brand, probably because owning a 206 collective shoe is more pleasing to the ego than owning an Amazon shoe.

Now, you might think Amazon would be a little bit embarrassed by this practice, but you'd be wrong.

In fact, company executives seem pretty proud. Amazon consumer business boss Jeff Wilkie told CNN over the summer

that this is just common retail and it's good business to, quote,

save customers money and improve quality by offering a private label equivalent, end quote.

But for companies like Allbirds, it can be like a Goliath coming and stomping on their heads. Yes, Albird has gained

a loyal following, it's got some retail stores now, and a $1.4 billion valuation from venture

capitalists. But none of that comes even close to comparing with Amazon's wealth or reach.

The bottom line here, there is a boom right now in direct-to-consumer products, from apparel to food to personal

...