Trying to Change E-Commerce is Like Trying to Change Search

I just read this piece by Zmags President and CEO Michael Schreck on GigaOm and I don't particularly agree with the gist. 

Schreck believes Amazon's antisocial selling model -- read, old fashioned -- is antiquated and in need of a change from a social commerce:

Amazon’s model is out-dated and, by its very design, anti-social. It is terrific for directed purchases (low margin) and awful for offering engaging shopping experiences (high margin). 

Groupon and "discovery commerce" will rule the world if Schreck has his way.

But he won't have his way, for much the same reason people still go to Google for search. Schreck sounds a lot like those social search startups, many of whom are now defunct. The guys who proclaimed Google is broken and a wasteland for poor search results.

This thinking, while admirably progressive, is a sign of too much wishful thinking and dreaming, the kind that aims to bend reality but can't quite reach those Inception-like heights. 

Amazon isn't broken and people don't want to huddle over tablets or Facebook to discuss what to buy. At least, not the majority of people.