Jeff Bezos: "Blind-Alley" Explorer

"Online, it's easier. If we ran a big network of physical stores and we wanted to try a new department, there would be literally a physical build-out, there would be physical signs that would have to be made, there would be different kinds of furniture that would have to be installed, and so on. So some of those experiments are hard to do. You can only do a certain amount of them. Online, we can show half of our customers one thing and half of customers another, and very quickly get some results back on how people actually behave."