After decades of lobbying and litigating against an obligation to collect sales tax, Amazon has reversed its tactics. Seeing that sales tax dodging is about to fail as a business strategy and is no longer accepted by the public, Amazon now lobbies for Congress to require all online sellers to collect sales tax.
Amazon’s reversal of direction on sales tax collection exemplifies a well-worn strategy in the repeat player litigation industry. Litigate for so long as reward exceeds risk, and thereby drive up current revenue. Then, when the jig is up and public opinion is a problem, reverse field and make sure to take down all your competitors at the same time to "even the playing field."
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