For him it is personal because he is treating this forum as an...

For him it is personal because he is treating this forum as an emotional outlet. Look at his posts and you can understand his character very accurately.

If you want to see how much impact Amazon would have on API in Australia, just look at Canada. Amazon marketshare? A paltry 1 percent including e-commerce in a space that does not include food too, if you include food then the share is way smaller. Impact on health and beauty? Immaterial...Pharmaceuticals? Immaterial. Amazon in Australia?....I think everyone can make an educated guess. The only thing terrible at the moment is the market sentiment and it alone affects API profit, nothing else. The business strategy is also relatively starightforward. The share price, however, has its amazon effect priced however tenuous that is.