In 2017, it is quite impressive to see how Amazon is frightening the world, and how a lot of people interpret each of its move as the end of hope for any competitor present in the targeted field. After each quarterly results announcement, the US retailers suffer blows, and give the impression to be happy to be still alive, but without any hope. As another example, the news of the Whole Food acquisition by Amazon was enough to salvage Blue Apron IPO. In silicon valley, every company has to currently pass successfully the Amazon test to get any dollar of funding : check that you will never be on the way of the guessed unknown future plans of the new Dr Doom. No Hope in that way!