Re: Throw the book at them... Please
If we don't say no and soon, there won't be any retailers left apart from them. It is clear to me that Google and Amazon want to rule the world.
That's the plan. Unfortunately it's wrong. Retailing has low barriers to entry, so Amazon can only ever jack up rices by a very small amount before people decide they won't pay a premium for Amazon service. And no matter how many dead retailers there are, there's always somebody who wants to have a go,
And you have to remember that Google (in this context) benefit from competition amongst retailers, so the last thing they want is Amazon (or anybody else) as a global retail monopoly.
And a final thought, no corporation lasts for ever. They get big, they get stale, they fail to innovate and growth slows to a trickle, and they don't see the truck that eventually hits them, whether that's a smarter new competitor, a market trend that reduces demand, or regulation.
The future's bright, but its neither orange, Google or Amazon. Could take a few years mind you.