As someone who remembers the usability horrors of the 90s as wr stumbled our way to figuring out what worked, I think the author is misidentifying the issue. We

As someone who remembers the usability horrors of the 90s as wr stumbled our way to figuring out what worked, I think the author is misidentifying the issue. Websites work just fine now - the issue is Amazon having an economy of scale and business model whereby they almost all other e-commerce sites are an irrelevance.