Let's expand the plans a bit: 1) open a store for online goods 2) take reviews seriously 3) profit, for a while 4) get bought out by amazon or someone else who will then proceed to kill "2" 5) if resisted, be a target of coordinated media smear campaign and/or hacking attempts, each totally not ordered and covertly backed by amazon or another player whose piece of a pie you are eating 6) crack under pressure and just give up