We used to have a role called "systems analyst", who's job (amongst other things) was to look at the existing system and figure out how it could be improved by software. Of course, that role's kinda fallen out of favour these days...
Yodel (especially poor UK courier) lost an expensive item once. Once I got through to a human at Amazon, they took me at my word and the replacement item was on its way that day. A few weeks later the original turned up, looking very battered.
The amount of goodwill I have towards Amazon because of that experience is tremendous. I took out Prime, and I look there first for everything now. I can absolutely see that being worth the shrinkage.
There's no monopoly, there's merely a minimum standard defined by law. You're free to complete The Knowledge to become a cabbie, or a medical degree to become a doctor.