[FredPret]

> a store front not chock full of garbage, a decent logistics network, returns policy and reasonable pricing

All this is so much easier said than done, that if you did that, you'd have an Amazon-sized company. You'd also have a huge brand. Of course, then the temptation would be to list cheap Chinese crap to easily capitalize on your brand's value.

Amazon was a great company until it got MBA'ed. Thankfully they made online shopping mainstream, so you can now buy direct from reputable businesses who have not yet stepped into the brand-dilution trap.