It's the recurring story of survival: those adapting when confronted with change win out over those merely reacting. Wal-Mart is reacting, trying to minimize the damage from threats to its dominant position. Amazon is adapting, adjusting to take advantage of opportunities.
The carp does not flounder, nor does it scheme like a shark. He knows what he is. How many human beings create a false version of themselves, hoping to look good or jump ahead in life, and find themselves flip-flopping like a fish on land?