Before I start, I will firstly say that anyone aiming to erode Amazon's monopoly is inherently a good thing, so Bookstore.org does seem to be a good thing, rega

Before I start, I will firstly say that anyone aiming to erode Amazon's monopoly is inherently a good thing, so Bookstore.org does seem to be a good thing, regardless of any questions I may have. --- The question I have though is this: what's the difference, in theory, between Bookstore.org and a CSR programme like Amazon Smile? As far as I can see, Bookstore.org is selling books, from their own collection, from Ingram's warehouses. No curation nor customer service is handled by indie booksellers. The service is Bookstore.org's through and through. Then they're effectively "donating" 10% to indies (though it's not clear how much control the consumer has over the distribution of this). They then have this additional affiliate programme, which is open to all, but has some special treatment for indie booksellers (no magical difference here from Amazon affiliates in terms of structure of approach). They don't seem to recognise any actual distinguishing value in shopping in indie bookstores in their business model. What's to stop Bookstore.org just becoming the next Amazon (in a perfectly successful scenario) with this approach? Is this just doing the same thing over again and expecting different results?