So you think experienced industry executives couldn't be brought in to get them going? I think they've been very methodical building their business so far so who's to say where they will be in another 20 years. The thing about any business is if it was done before it can be replicated and even improved upon. Ask Sears about Wal-Mart. Ask UPS about FedEx Ground.Twenty years ago, they set out to fill a perceived need in the marketplace that wasn't being met and it was their belief that the emerging internet could fill it.
If they want to spend billions on infrastructure just to enter into an oligopolistic market, that's... different. It should be easy, what with all the consultants floating around with nothing better to do these days.