Razors are equally ubiquitous, yes, they can be specialized, but they can also be cheapo plain jane style bought by the bag full at walmart or amazon or anywhere. Or by the box of just basic blades, almost like a commodity.
There is an advantage that masks have over razors. They are highly visible, so people are wanting to personalize them. Many businesses are now buying personalized facemasks for employees. My fire hall is buying disposable surgical masks, the n95's as well as washable ones customized with our logo, and others customized with our firefighter numbers so we don't get them mixed up.
Facemasks can also be highly specialized or a basic commodity. There are disposables, washables, ones with replaceable filters, multiple levels of protection, different material types, etc...
There are also issues with comfort, fogging glasses, proper sizing, etc, so I see lots of room for improvement and innovation.
If I wanted to make a run at selling masks, I would definitely focus on the customizations and innovations, obviously the commodity style disposables are going to be dominated by walmart/costco/amazon.
I'm not saying I think masks.com is worth the cost at $4000/mo, but maybe. And I'm sure the owner of masks.com is going to be willing to negotiate at some point. If masks.com says look, here's our financials, we can pay you $2000/mo, but not $4000, I'd bet masks.com would be willing to consider options, such as partnering up or negotiating that price. After all, there is some potential competition from Mask.com, Facemask.com, Facemasks.com, etc... All they'd have to do is tell their existing customers we've moved to a new domain.
So while masks.com may certainly fold, I think there is definitely money to be made by someone.
