So I knew Jeff in the early days and one of the things that always amazed me is what he was willing to do to get attention and customer satisfaction.
He was so very late to the online bookstore market — having been beaten by well-established startups like books.com and 100 other online bookstores (AT&T was profiling some of them in their TV ads in 1993, three years before Amazon launched). Books.com had 250,000 titles, more than the biggest Barnes & Noble superstores (160,000). Essentially, every book in print.
So what did Jeff do? He put the entire Books In Print CD online even though 75% of them couldn't be had. He was willing to take the order, try to get the book, and then tell the customer he did his best.
That one move made him Yahoo's Cool Site Of The Day (a big deal back then) 3 days after their launch.
And they he and a board member managed to raise ungodly amounts of money to survive the crash of 2,000. Amazing.
Warren Buffett said they were a miracle and he doesn't invest in miracles.