Google missed a huge opportunity by not doing anything seriously disruptive themselves, too, when they entered the e-book market. Did they really expect to take

Google missed a huge opportunity by not doing anything seriously disruptive themselves, too, when they entered the e-book market. Did they really expect to take anything from Amazon by just competing with Amazon head-on? When market leaders are so entrenched, your only hope to beat them is by disrupting them and changing the game forever. One way they could've done that is by trying harder to bypass the middle-men and enforce self-publishing. They're sort of trying to do that with Google Artist Hub for music artists, but I doubt they are taking that very seriously, either.