Are we having fun yet? I don’t think so. Every day, and usually more than once a day, some new tidbit about Amazon blazing new trails and road blocking old ones screams out with news of disintermediating all industries. With the metric of Amazon growing at the rate of 20-30 percent a year, it’s hard to conjecture when it will ever slow down. What’s worse is envisioning the roadkill as Amazon stomps or steals a host of retailers’ or brands’ business. What’s even worse than the level of anxiety this causes CEOs around the world, is the fact that Amazon’s growth and its superior distribution platform almost forces consumer-facing businesses to join Amazon’s marketplace to enhance their growth. Be careful what you wish for. Dancing with Amazon is dancing with the devil, so to speak. Amazon is both a competitor and a controlling companion.