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But it still a big difference at the end; if the customer lose money, that's money he or she cannot spend for himself/herself. Whereas on Amazon's side, all of the employees' wages will remain identical. The people at that company won't be impacted, just treasury of the company is. That's where the disctinction is important.

In some cases, yes, but to the extent that third parties sell on Amazon you could easily have a Chinese sole proprietor shoot himself in the foot. The concept carries up to multiple employees, it’s just diluted. Does dilution affect morality? I don’t know. I kind of suspect not though.

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