Secret of Amazon's Market-Beating Success?

Techflash reports this week that Amazon.com posted a 9 percent net income gain in it's Q4 results. Despite current economic situation, Amazon.com is booming.

I buy a lot of stuff through Amazon, mainly because I like the user experience. I find the buying experience better than anything else out there, bricks or mortar. If I recall, Amazon utilize a Darwinian system of serving differing website versions simultaneously. I would love clarification, if anyone has a link.

Apple also reported significantly improved profit up from the same quarter last year.

Is this a trend? I'd love to hear more examples, if you know them, of user experience focussed companies bucking the downward trend.

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