Here you see the mention of operational efficiencies and low prices. The remainder of the Part 1 of the 10-K is similar to the previous years and you can access it easily from Valuation Tutor. This means that by this time, the company was more firmly focused on the first parts of the value chain: logistics and operations, efforts that had started in 2000. The 2011 filing is very similar to the 2003 filing: “We strive to offer our customers the lowest prices possible through low everyday product pricing and free shipping offers, including through membership in Amazon Prime, and to improve our operating efficiencies so that we can continue to lower prices for our customers. We also provide easy-to-use functionality, fast and reliable fulfillment, and timely customer service.”