Amazon buffets the shores of brick and mortar retailers. No business is Amazon-proof. No business is sacred in the internet-era.
We have to assume that everything we do today will at some point be replaced by something quicker, cheaper, and more personalized.
Dumping the problems on tomorrow will get us rekt.
How do we remain anti-fragile?
The first thing Darwin's finches did was grow adaptive beaks. They survived by optimizing their behavior for the micro-market. Some formed specialized beaks just for eating seeds, other grubs, buds and fruit, and insects.
Specialization prolonged their survival.
Sure, the big companies have all the data. But their experience at harvesting attention often fails to attract the customer in search of a unique experience.
People want to consume things they talk about. And they don't always want Starbucks.