Been thinking about this for a while. Amazon is just a middle man, that's all really. So why do they dominate the market so much? Before I got Prime for the video etc, I bought Amazon if free shipping, or bought elsewhere for a better price. You can often get a better price elsewhere. The one thing I learned is that other companies, who are all complaining about going out of business, .... (like Sears etc) didn't do the job they needed to. The CEO's of those companies are directly responsible for failure and should have been fired long ago. The only thing CEO's are really good for is VISION. I worked directly for the CEO of a great smallish company. He had some great habits. One of which was to ask us "Why?" "We cant get it done by June 6th sir" "Why?" "Because we want to use the XYZ machine" "Why?" "We've always done it that way" "Then do it a new way!" etc etc Shopping on line at most places other than Amazon is fraught with issues slowing you down. Their web sites are slow. Their checkout is problematic,. Their search modes are troublesome. Amazon simply filled a niche' making it simple to shop and added free shipping. It wan't brain surgery. Anyone could have been competitive had Ownership/CEO's made it happen. Yet Bezos became the richest person in the world just being a middle man. For years Sears and other places never caught on. They weren't blind sided, they just refused to come to the party. If they had they would be in business and we all would have far more options. Yesterday I ordered something off Amazon and it literally took me 15 seconds. Occasionally I have bought things from Wal Mart on line... for a small price advantage. What a mess it is to do so! And even they are much better than places like Lowe's or Sears etc. Those two are nearly impossible on line.