[IlGrigiore]

The point of having a direct competitor to Amazon is to limit the possible actions they could do. Right now Amazon is well behaving and its supported by the customers. However, if Amazon were to change its actions, we would have a near monopoly that is not positively affecting people. Therefore, the theory of the author is to limit the power of Amazon by entroducing a competitor that would challenge the dominant position instead of waiting for the negative outcome.

[prepend]

Amazon has many direct competitors. It’s likely that this is why they are behaving so well. But my guess is just Bezos’ philosophy as a driver.