I think time has demonstrated that "the threat of Amazon" to the...

I think time has demonstrated that "the threat of Amazon" to the sttongest B&M retailers, was way overblown. Amazon will continue to prosper. But it is clear that the strong B&M retailers are competing in a different space, & will likely be doing so for the foreseeable future. It's also clear that all the trumpeted cost advantages of going on-line, have become a mirage, thanks to the costs of "been seen" ("marketing" & Google). The lesson, which we shouldn't have had to learn the hard way, is that if your "competitive advantage" is held by everyone in the space, then it's not an advantage.