Bezos - hands down, similar degree of ruthlessness in controlling all markets he touches. An anecdote from the &quot;The Everything Store&quot; which sheds more light below:<p>“Bezos kept pushing for more. He asked Blake to exact better terms from the smallest publishers, who would go out of business if it weren&#x27;t for the steady sales of their back catalogs on Amazon. Within the books group, the resulting program was dubbed the Gazelle Project because Bezos suggested to Blake in a meeting that Amazon should approach these small publishers the way a cheetah would pursue a sickly gazelle.<p>As part of the Gazelle Project, Blake&#x27;s group categorized publishers in terms of their dependency n Amazon and then opened negotiations with the most vulnerable companies. Three book buyers at the time recall this effort. Blake herself said that Bezos meant the cheetah-and-gazelle analogy as a joke and it was carried too far. Yet the program clearly represented something real--an emerging realpolitik approach toward book publishers, an attitude whose ruthlessness startled even some Amazon employees. Soon after the Gazelle Project began, Amazon&#x27;s lawyers heard about the name and insisted it be changed to the less incendiary Small Publisher Negotiation Program.” 
― Brad Stone, The Everything Store: Jeff Bezos and the Age of Amazon