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Should Amazon Be Allowed to Get as Big as It Can?

Or should we consider speed limits, guardrails, and restrictions on size?

Kevin Ervin Kelley, AIA
Marker
7 min readJul 27, 2021

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iStockphoto.com:MikeMareen

The NFL is the most successful sports league in history, but how did a relatively obscure sport — born in Ohio in the 1920's — turn into a cultural and financial powerhouse?

In one word: Parity.

Although it was a long journey of experimentation, the governing body of the NFL developed a system that gave every team a fighting chance to become a champion. This vision kept the sport lively, competitive, and beneficial for everyone in their society. However, to achieve this goal, the team leaders had to agree to two critical rules:

First, they instituted a reverse order first-round college draft system that allowed the worst teams to get the first-round college draft picks and the Super Bowl champion to get the last pick.

However, can you imagine if the NFL let the winning team have the first-round draft picks every year? Nobody would want to watch the sport or take part in it because we’d already know who’d win each year.

Second, the NFL established a salary cap to prevent wealthy team owners from buying up the all-star players to keep their rivals from acquiring this talent and ensuring victory through superior…

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Kevin Ervin Kelley, AIA
Kevin Ervin Kelley, AIA

Written by Kevin Ervin Kelley, AIA

I’m a retail architect that studies human behavior, perception, and decision-making. I’m fascinated with the intersection of where commerce and community meet.

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