The majority of Internet shoppers want the lowest price - period. And Amazon provides a competitive forum for that. And by the way, #2 is eBay (you have to read the article) where people bid for the lowest price. Thats why customer service is a pale shadow of itself from years gone by. If people want an 'experience' they will to a physical store that caters to them.
Amazon is stifling the e-commerce revolution
http://gigaom.com/2012/03/31/amazon-is-stifling-the-e-commerce-revolution/
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