Amazon Is Brilliant at Everything, but They Don't Have Choice Architecture

I think it's a tragic case where the individual within Amazon or Google has his own narrow set of incentives and often pursues those actually not to the interest of the wider brand. If you muddle up premium brands with a load of random brands that are $200 less, you're in danger. I get the impression that we have a difficult position because Amazon does seem to be prepared to sell probably sell things of equality. It should have actually a conventional retailer would have scrapped ages ago. And so, what's so interesting about Amazon is that over time, it does teach you that there are still advantages to conventional commerce,. whereas things you buy online can be anywhere between really good and short.