Not every internet business needs to have an "innovative business model", but these businesses can still be highly profitable just by selling a product/service that people want.
Take German bicycle manufacturer Canyon (www.canyon.com). They are a direct-to-consumer business, they sell bicycles which have been around for over 100 years, and they are wildly profitable. Still, their business model is not innovative.
This article comes across as very negative towards people who want to start an online business, but the reality is that the internet is what electricity was to the second industrial revolution.
and many more online stores that sold even cheaper private label RX eyewear:
zennioptical.com (2007), 100% SKUs PL, price range $6-45
Eyebuydirect.com (2005), 90% SKUs PL, price range $6-45
39dollarglasses.com (2000), 100% SKUs PL, price $39-109
So, at least part of your argument is unjustified. The guys at Warby Parker created a very unique product perceived at the edge of cool/”retro-intellectual” / boutique-quality / affordable / with a noble mission. That was unique.
Product alone isn't sustainable for the future of ecommerce. This is why I don't think niche ecommerce businesses like Dollar Shave Club / Harry's (shaving) and HelloFlo (Tampons) are sustainable and scalable in the long run. Is it really that big of a problem they are solving and can you really build a brand around it?
Is it really that hard to source and deliver quality socks at a reasonable price?
Maybe it is.
I imagine I buy socks about once a year (max).
My good sir, you know that retailers strive to maximize dollar-per-square-foot. As such, the inventory changes to squeeze more money from folks like me who come back a year later and can't figure out why the hell the Puritan socks they had last year are no longer on the shelf.
I just want someone to offer me a product that I like and deliver that same great product to me for 20 years. Won't someone take my money?
Strictly speaking, I have a liquidity preference. I tend to think that others do too.
Also, do you really need that many socks?
Do you not know the joy of changing socks mid-day? Boom! I just changed your life :).