The ingenuity lies in treating the ride-share as a logical addition to the transportation infrastructure.

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"Our aim is to be the place where customers can come to find anything that they want to buy online, so offering great deals from local businesses like restaurants, spas and theatres is a logical addition to the tens of millions of products that can already be found at Amazon, " said Gordon Willoughby, director of AmazonLocal for Europe.

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In addition, it allows for more logical and continuous communication with the SEC and potential public investors, all within the confines of existing regulations meant to prevent the abuses of the past.

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