We have to consider the question: “why not both?” Consider that Amazon, in addition to serving a high scale, high availability e-commerce website, also offers white label services for fulfillment, payment, and serving high scale, high availability websites. In other words Amazon provides, as a service, virtually every piece of infrastructure needed to deliver Amazon’s core business. So I wouldn’t infer that this is an either/or. At the very least I’d expect Whole Foods to adopt this service, for instance.