What is the cost of missing all that customer base -- which is really everyone's customer base anyway? With Amazon commanding such a huge percentage of shoppers search (55% and growing rapidly), we have to ask, "Is it viable in the future to not be found there and still be in business?"
It is time for the government to step in. You can see Amazon taking steps in anticipation of this, and backdoor deals in Washington are surely underway. Anyone remember when Microsoft and the government cut their deal? You could hardly tell today, could you?