[edw519]

Their risk taking is relentless and they take failure in their stride.

Their risk taking is also very well managed because they're shipping dog food.

Almost everything that we techies see as innovative is really a byproduct of their primary business of shipping "stuff".

Their risk is reduced because they know what they're pushing has already been outrageously successful for their toughest customer: themselves.

That's a valuable lesson for all would-be startup founders.