They&#x27;re deliberately trying to see just how far they can push the envelope of consumer surplus. It&#x27;s a lot based in Sam Walton&#x27;s philosophy, only moreso and with the sort of fanatical SiVa approach.<p>My grandparents were from Arkansas ( hence the moniker ) and the frugality ethos Sam Walton lived is how they lived.<p>What you are seeing is people going very long.<p><i>Everything</i> at Amazon is an API. That&#x27;s very real leadership. I doubt that will stop until everything everywhere ( except for small reservations of respite from this phenomenon ) is an API. And WalMart is not in any way any sort of aggregator. You bend to their will to sell through them. It&#x27;s an unpleasant process. I&#x27;m not even sure Amazon knows their little stores are there much.