Rightly, or wrongly, one thing that I admire from Amazon is how they tackled scale at both ends.

I can order from a global marketplace and have a single can of tuna arrive at my doorstep (yes, this has happened)

I have also seen how Amazon has personally empowered the older generation, where they no longer need go rely on someone to purchase doodads.

Like it or not, this is the ultra-wide spectrum model we need to embrace, if we are to win in the long run.