Today’s New York Times maybe as part of their take on today’s workplace has a feature about how great it is working at Jet.com, an Amazon competitor. Why anyone wants to go up against Amazon one wonders what their other great idea? Is it a big market, yes. Does it have several huge competitors, who have both sales and earnings and can eat your lunch just by moving their prices downward. Maybe, just maybe, the deal is to get to a point where one of the package delivery services steps up and buys them. Other wise, in the words of a successful founder, who ponders in tough for 30 seconds or more, says, “That sounds hard”.