You have the acquirer going up 3 in the situation like this. Lets take a look at the operating margin at amazon. That is something to get a lot of attention. If you look at amazons operating margin versus some of these brickandmortar grocers, its much lower. Target, for 7 from example. The question is as well, for whole foods, which is a relatively highpriced grocer, is operating margin around 5. 5 . What then does that brings to amazon and how does it affect its financials . Consumer stocks are trading lower by a lot and you can see that if you look at some of the stocks we just looked at and the companies we just looked at, kroger, target, costco, walmart all trading off sharply and krogers in particular dropped 18 yesterday, if you recall its because the company came out with a disappointing forecast. Not only has it been hit to some degree by food deflation also, there are concerns about an increasingly tough price war with some of the other groceries, especially when you have the