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We’re at a crossroads and it’s time that we consider a new definition for the companies that launch by the dozens, each quarter. As alternative payment gateways become more common, retail channels diversify, and customer acquisition costs increase, the brands that we call DNVBs are straying away from the original definition. By jettisoning traditional means of customer acquisition, the DNVBs of later years added new middle men: Facebook and Google (and you can argue – high dollar PR).

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