It turns out this article has nothing to do with Amazon: A random guy has an idea about how to take on the giant corporation. He fails when it turns out that

It turns out this article has nothing to do with Amazon: A random guy has an idea about how to take on the giant corporation. He fails when it turns out that ideas are much less important than execution. Friedman was right for cheering the guy on and admonishing late 90's ecommerce in general. He just got the details wrong.