When Amazon's bravado and arrogance failed them
There was a great doc or vid about Amazon's attemps to get into the gaming market with their ill-fated MMO. Bezos or one of his underlings said that with all the clout Amazon had in the ( then emerging ) cloud market, the retail market, the marketing reach and cash the yhad there is no way they could fail to make waves in gaming circles. They hired the best devs and project managers they could find and the whole thing just fell apart.
It was classic bravado, thinking you can simply throw a load of cash and talented people together in a building and liquid gold would ooze out the door. Liquid something oozed out the project but it wasn't gold in colour!!