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The title is pointlessly click-baity. What precisely is Amazon striking back at?

After reading the article 3 times, it seems like a large business is solving a business and logistics problem with vertical integration. What is Amazon striking at? The nebulous concept of logistics?

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It refers to Shopify’s “arming the rebels” slogan.

For reference - https://financialpost.com/technology/shopifys-tobias-lutke

Since Apple started using it a decade plus ago, it became popular with businesses hiring an army of PR contractors to sneakily place articles like how amazing they are, "leaks," "insider revelations" into the mainstream press, writing about themselves from 3rd person.

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