That makes more sense. I'm still not sure whether there is a trade-off involved, though. The more I think about it (particularly about the examples you brought

That makes more sense. I'm still not sure whether there is a trade-off involved, though. The more I think about it (particularly about the examples you brought up, Netflix and Zappos), the more I get the feeling that the efficiency led to the fantastic, rather than the other way around. I guess this is fairly difficult point to resolve satisfactorily, though.