ceo tina sharky cofounded brandless, which shipping everything from barbecue sauce to hand lotion directo consumers. each item is priced at $3 or less. the idea, eliminate what the company calls the brand tax, which includes advertising, retail space, and distribution. >> the people actually understood what things cost versus what people pay for them. they'd be rioting in the streets. >> i see maple syrup right there. how much is that? >> three bucks. >> $3? but maple syrup at the grocery store is probably twice, if not more. so are you telling me that that entire difference is all brand markup? >> it's not just brand markup. it's an entire system. it groez froes from the supplie. then they have to pay a distributor to get into their retail outlet. then they go to the retail outlet who gets their markup. >> brandless products are only sold online, many of them organic, gluten, and gmo free. maggie akers heard about it from a friend who works there. >> i think at $3, you might be a little worried about quality, like what am i going to get for $3? but i was really surprised. >> brandless a