Sankha, a shift of power that many are complacent if not happy with. Including me. I buy from Amazon (or at least it's my first choice) because it delivers on what it promises (and lifted the standard of all retail). I have Prime, shop at Whole Foods and have their card which took a chunk of spending away from Amex.

But I say to myself that it's not unconditional love. They serve me best for now but there could well come a time that they max out in growth, have to deliver profits, the bean counters take over, they raise their prices and Amazon goes bankrupt. Facebook looks already on this path.

Thoughtful article.