A very good point, although in the table I was able to find (http://www.streetinsider.com/ec_earnings.php?q=amzn) they've actually only reported two losing quarters going back 2 years, plus one that was 1 cent per share. 6 estimate misses, though, as many times as they exceeded expectations.

So it's clear they're not buying "traction" by grossly under pricing their offerings. So given that so many of us know for an absolute fact it's a well run company, and the obvious potential, if not likelyhood of becoming the next Sears and Roebuck (that was a good thing in my lifetime :-), well, they have a way above average story.