> - people do not know what to associate amazon with (it's just a bookstore, right?) Amazon is an online hypermarket, and I don't think that's even remotely a

> - people do not know what to associate amazon with (it's just a bookstore, right?) Amazon is an online hypermarket, and I don't think that's even remotely a secret. People understood the company mission of Sears, Roebuck, & Company, a hundred years ago, and they can certainly understand Amazon's today.