Didn't anyone read Brad Stone's book? This is Amazon's play. Jewelry was one category they had trouble making work, but many other categories fell to them. They did it with Diapers.com and really everyone they wanted to acquire. And really the only thing keeping the regulators off of them is that it doesn't harm the consumer because prices are kept low. That's really the only test for antitrust cases to proceed because of a slippery slope.