What I find amazing is that people find it so easy to dismiss the cost of running an online store with almost no downtime, delivering music, television episodes

What I find amazing is that people find it so easy to dismiss the cost of running an online store with almost no downtime, delivering music, television episodes, movies and apps to customers all around the world, with fast download speeds, with all the recovery facilities that iCloud offers for past purchases. Apple's famous North Carolina data centre cost about $1 Bn to construct (http://arstechnica.com/apple/news/2011/02/apples-nc-data-center-coming-online-this-spring.ars http://arstechnica.com/apple/news/2011/02/apples-nc-data-cen...). At that price, you'd need to collect 30% of $3.3 Bn in revenues just to break even.