I was also surprised by that point re:social [Quote]: Why has Amazon done so little in social?

What does capitalizing, or doing well with social even _mean_? I think Amazon has done quite well in social, and here's why: If I'm looking to gauge the quality of a product, I'll probably look it up on Amazon and read the customer reviews.

The value of that social aspect (i.e. getting the opinions of fellow people) of Amazon is much higher than any amount of likes, re-tweets, or an imaginary Amazon+ social network thingie.

Social is only valuable to a business if you can leverage it in some way. And looking at Amazon's review system, I would say that they have done quite well in social.