"Amazon is a lot of things—convenient, industry-crushing, hyper-efficient—but “cool” is not one of them. Jeff Bezos is also a lot of things—driven, brilliant, ruthless—but he doesn’t exactly radiate “cool,” either. And that’s totally fine. Amazon is already so overwhelmingly, dominantly good at the main thing it does, selling stuff online, that being cool doesn’t really matter. The world is already full of people trying to be cool, an effort that seldom works out well in the end. Instead, it apparently leads to stacks of unsold phones gathering dust in warehouses. So uncool." - Nicola D'Agostino