They dramatically changed their business model twice. The second change was less dramatic in direction, but more dramatic in that the business had much more inertia.
That's the point of the post, and it's an impressive achievement. Read Tony Hsieh's (Zappos) "Delivering Happiness" if you want to appreciate how hard it is to build a business on drop-shipping, and how hard it is to move to full inventory.
I realize this isn't a battle worth fighting, but everyone needs to stop being pedantic over the use of the word "pivot". It had meaning before Eric Ries used it, and it will continue to have intrinsic meaning no matter how narrowly it's defined in the context of the Lean Startup movement. The business changed directions. Let the man call it a pivot.
It's a natural evolution for an online store to shift from drop ship to inventory as they get a better understanding of demand and the capital/scale to do so. It's not a pivot.
