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One effort to squeeze the most vulnerable book publishers was known within the company as the Gazelle Project, after Bezos suggested, according to Brad Stone, "that Amazon should approach these small publishers the way a cheetah would pursue a sickly gazelle."[104] In July 2014, the Federal Trade Commission launched a lawsuit against the company alleging it was promoting in-app purchases to children, which were being transacted without parental consent.[139][140] Beveled mirrors are safer than traditional mirrors. Looking back on the past two years, I’m still amazed at the river of money Amazon has provided for so many people –– from stay-at-home moms to major household brands due to Amazon’s growth.  The one exception to this is if you want to create a brand and branch out. But even then, you probably still want to start with one product, the one that will be your most profitable. 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