You’ve probably seen or heard them. Glossy television, radio or internet ads featuring a down-to-earth, millennial-looking young man or perhaps a famous rapper. At first blush, these are just others in a growing line of Bay Area startups pitching products directly to you, the consumer. They have all of the hallmarks of other direct-to-consumer retailers. They bypass traditional marketplaces, saving you money because their products are not name brands and there’s no middleman. In fact, they look just like those commercials for the world’s most innovative suitcases, or the most perfect bed sheets or the slickest tooth brushes.

But these are not vendors of every day consumer products. These are online prescription drug retailers, selling targeted products like sildenafil (generic Viagra), which gives those with—ahem—performance difficulties, assistance in that area, or maybe minoxidil, a hair growth drug.

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