And don't forget Ebay. When Ebay found out about all these entrepreneurs starting up business they decided to provide them with a central site were they could auction these wares. Ebay still does well, but they don't bring it to your door. They have 3rd party shipment. This is why Bezos won. He just pieced together what was developing and figured out the best way to make the customers happy and do it cheaper and no one came up with as good a model. And yes the bigger he got the easier it was to cut costs through the miracle of economy of numbers.