Amazon is always one step ahead
Amazon is an iceberg: People only see what's above the surface. Meanwhile, underneath, the company just keeps expanding.
Why you'll hear about this again: This has proven true time and time again. When people thought of Amazon as a bookstore, it was already on its way to being an e-commerce giant. When all people saw was an e-commerce giant, Amazon was well on its way to being a marketplace and web services provider.