"Amazon is built on a culture of doing the most boring, data-driven, predictable thing possible and executing well." Quite. I remember when they started off f

"Amazon is built on a culture of doing the most boring, data-driven, predictable thing possible and executing well." Quite. I remember when they started off flogging books in the '90s. I completely agree with you that trying to do "creative" is a bloody daft idea for a bunch of very efficient box shifters.