Amazon and WalMart are not decision engines, and they never were. Maybe Amazon had a little of that on the side, but both are traditional retailers with all the traditionally hard problems the article mentioned that people don't want to solve.
In fact, Amazon is a poster-child example of what you stand to gain if you are willing to tackle more than just being a frontend.
In fact, Amazon is a poster-child example of what you stand to gain if you are willing to tackle more than just being a frontend.