The article, The Click and the Dead, talks about how the internet has changed the consumer market. “Everywhere people bemoan the replacement of the local and the quaint by outposts of big, homogeneous chains. But how true is the notion that the internet in particular has hastened the demise of some retailers, and that those it hurt were overwhelmingly small?” Before the internet and e-commerce, people would have gone to a couple stores and maybe called a couple more before buying a product. Nowadays people can shop online and, as predicted, people have become pickier in their selection-making process. Price has become a much greater issue because people can gather more information about products before buying. Competitive pricing has resulted in less efficient companies going out of business. If price is becoming more of an issue because of the internet then, in theory, companies that can achieve economies of scale have a better opportunity to survive because they can lower costs more than competitors. More often than not these are bigger companies or chains. There is hope for smaller retailers, however. If they can effectively market themselves as someone that provides a unique product they can meet very specific customer needs creating a better chance of success. Hopefully smaller companies can find a way to compete to ensure better products and lower prices.