"BIG QUESTION: WHAT IS WRONG WITH THIS ANALYSIS -- IT CANT BE THIS BAD OR EVERYONE WOULD SEE IT AND THE PRICE WOULD COLLAPSE OR IS THE INTERNET HYPE THAT STRONG."
That's the important question every AMZN bear needs to ask himself. Consider, 60% of the stock is owned by institutions, meaning they have professionals doing the analysis. JB didn't get where he is being stupid. Either what you say is correct, or it isn't. If it's incorrect, no problem. If it's correct, JB knows it too, and he'll take corrective action.
All your tried and true methods of analyss are ivalid for AMZN. The value of AMZN is not based on what they are now, it's based on what we longs believe AMZN will be in the future. To understand better, I suggest you read JB's letter to stockholders 1997. If you do short AMZN, I hope you don't use money your family needs.