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What the traditionalists seem to (conveniently) ignore is that Amazon's game can be played by anybody. Just ask Kobo. Or B&N.
All it takes is the desire to play to win instead of whining and pining for an age long gone.
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Well, discounting costs retailers. BN can't turn to selling other products to finance its discounts. Kobo also may not be able to (although some company named Rakuten bought them recently).
Saying blithely that all thec others have to do is match Amazon's discounts is sort of saying that all a middleweight has to do to beat a heavyweight is just to pluck up their courage and swing as hard as they can. They'll just get knocked out faster