retail news in context, analysis with attitude

Bloomberg has a good piece about Amazon which starts with this premise:

"Which is the real Amazon.com Inc.? Is it the company whose 2016 operating profit was five times the level of three years earlier? Or is it the Amazon that has mostly delivered minuscule profits and instead redirected nearly every dollar in sales toward its mission of world domination?

"Believe in history. It's the latter."

The explanation can be found here.

By the way ... the story suggests that the latter is approach is not necessarily bad or wrong. However, it also says that "investors should realize that is the species they are taking home when they buy into Amazon. It's important to understand what Amazon truly is and not be deluded into thinking it is something that it's not."
KC's View:
Investors should know what they're buying into. Competitors should know what they are battling against.