Isn't this what we aimed for with capitalism? Either way, the better product wins. Yes, potentially it's going to be Amazon. But the consumer will get to choose

Isn't this what we aimed for with capitalism? Either way, the better product wins. Yes, potentially it's going to be Amazon. But the consumer will get to choose between Amazon and something else and pick the better and cheaper one. That's at least the goal. Then Amazon will revert some of the changes and someone will come back and do better what they do.