I think some tried some things. Barnes and Nobles did some. The results weren't successful, and that was pretty discouraging to other book store owners.

As book store owner, I really think it's an irrational decision to invest heavily in fighting Amazon. You're chances of success are pretty slim.

As for big businesses ? Well, there's Walmart, Target.

In the end, the e-commerce industry is a place where most of the market share would be controlled by a few large companies. That was clear from the beginning.