https://techcrunch.com/2022/08/12/techcrunch-roundup-down-funnel-growth-metrics-rif-planning-is-e-commerce-aggregation-over/

In the video game Katamari Damacy, players control an avatar who rolls a sticky ball that captures anything it touches. The goal is to create a sphere large enough to become a star or moon.

E-commerce aggregators work in much the same way by purchasing smaller brands, then optimizing their manufacturing and sales channels to boost market share.