Thought of the day: The most killer business model for Amazon.com (or BrandX online retailer) would be to open up the ability to sell their stuff to anyone who wants to start a website. In this scenario, Joe Web Entrepreneur would provide a nice site - customer service, community features, product information, etc. - with an inventory catering to a specific audience. Except the 'inventory' is really just an interface to Amazon's infrastructure. Result: Joe Web makes X% of the profits in his area of expertise, while someone else does all the logistical stuff, but also makes money. The customer gets personalized service, and doesn't have the anonymous, homogenous online shopping experience that is so familiar. Just a thought.