"It is impossible".

"It is quite difficult".

"We work hard to prevent it".

It is exactly the same as behaviour security companies had in the past until they learned that, to quote Adidas, 'impossible is nothing' and that 'quite difficult' is nonsense due to automation.

It used to be quite difficult to stage a DOS (anyone remembers the first one Yahoo! suffered in 2000?, ah, those were the days when we were surprised by them...). Nowadays a bunch of kiddies can put amazon down on its knees.

Well, probably not amazon.