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Great essay. I was curious to find out how you compare the situation Amazon finds itself in to the same sort of problems that Google has had to deal with in terms of balancing search results with paid ads. Is it a solvable technology problem, or an unsolvable design problem?
The difference is that Google needs to sell ads on its search results in order to survive - on other words, ads are the product that Google is selling. That's not the case for Amazon.
