He's not insane. He's Crazy Eddie. Amazon's business model is, pure and simple, "cheaper than everybody else." That means that they will either continue until someone else cuts their margins even deeper (see: Monoprice) or they're busted for labor practices or anti-trust. Amazon's business strategy is about as complex as a game of limbo - they lower the bar and everyone goes under it. Thing is, they gotta go under it too. Really, this is Amazon trying to build a pulp fiction repertoire. If anything, they're trying to Netflix up a formula because all of their Kindle First Books are so shit. It's pretty damn telling that their approach to greatness is all stick, no carrot, though. "Fuck you, authors, write better! Here, we'll pay you less so you're incentivized!"Also, between Amazon Echo and his manical cackle, how do more people not realize that Jeff Bezos is batshit insane?