As a Sales Director, I would often tell my guys, a six-month old can capture the market., if you would eliminate your profit. But that is not what you are hired for. or in our local phrase 'neither we will play nor we let any'. I love Amazon as a consumer, but as a sales person myself I know, what they are. They offer 40% wholesale margin to a retail customer for books. How many wholesalers and retailers they brought to death? but the even more tragic part is, they didn't earn any money themselves. They obviously succeeded in capturing the entire market, but so could my six month old too.

My experience tells me which is no brainer, death (exit) of such a company is only matter of time, and when such a vendor dies, rest of the market lives on as they were living before this episode.