Other industry watchers speculated that although the publishers and bookstores can not slow down Amazon, the large technology companies, such as IBM, Oracle, Microsoft, and Google, who may be threatened by dominant Amazon's Web Services unit, might enter the book publishing market as
competitive counter measures.
Or to
counter state capitalism like China's, they may engage in explicit subsidies or tax breaks or subsides or preferences or soft loans to promote domestic business's ability to compete overseas against state supported or state owned companies — trade promotion ideas which teeter between reasonable
competitive measures and bad crony - capitalism.