Quoted from http://www.amquix.info/amquix_differences.html:
Why did they make Quixtar versus calling it Amway Online and keeping it in Amway?
- The Amway name was old and tarnished. Jay Leno was even making jokes about Amway distributors on TV.
- A tremendous portion of the value in any company is in its distribution system and network. Without the distributors, Amway is worthless. Since Rich and Jay are getting on in age, any estate taxes on the Amway business will be staggering. Quixtar is owned by the children of Rich and Jay. So in effect, a huge portion of the value of the Amway family business has been transferred to the children free of any estate taxes. Since the distributors via their own free will have transferred to Quixtar there is no taxable transaction. This is a tremendous coup and has saved the family millions in estate taxes!