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And it’s all out of a desire to maximize profits. But what if, like IGA, newspaper companies didn’t solely exist to maximize that profit, but to respect the value of the local community? What if Gannett decided to donate one of its papers to a local philanthropist who has a larger stake in the community than Gannett does? Gannett could help run some of the most profitable and technical functions, but the company would otherwise be hands-off on how to control the paper. It could offer some guidelines, but the destiny’s in the community’s hands.

That approach is what IGA does, largely. The store stays in local hands, with local interests, and local history. IGA helps them keep up with trends, without losing track of the store’s identity in the process.

And, largely, it works. It really should be studied in business books.

Amazon is announcing general availability in the U.S. for in-skill purchasing, which allows the creator of a skill to sell content to an Alexa user–both one-off purchases and monthly or yearly subscriptions, with the entire transaction handled inside the skill via voice on a device such as an Echo or a third-party Alexa-compatible gadget. (As with mobile app stores, developers get 70% of the price paid by users, and Amazon collects 30% as its reward for facilitating the transaction.) In addition, the company is opening up the ability for sellers of real-world goods and services to receive payment via Alexa using the Amazon Pay service; early adopters include 1-800-Flowers, TGI Friday’s, and Atom Tickets.

With Alexa’s new monetization features just reaching broad availability, it’s too early to gauge their long-term impact on the platform. But for the moment, at least, they give developers an incentive to devote even more resources to Amazon’s voice service rather than divert attention to its most formidable rival, Google Assistant. Google just launched a fund to invest in Google Assistant-centric startups–reminiscent of the Alexa Fund that Amazon established back in 2015–but it hasn’t yet given Assistant commerce features like the ones Alexa is adding.

“We’re at this inflection point with Alexa,” Rabuchin says. “We’ve laid the foundation for the voice economy, and now, by opening up all these monetization capabilities, we think it’s going to really take off in the next year.” The idea that an epoch-shifting phenomenon like Alexa hasn’t yet taken off is a bit of a mind-bender–but whatever happens next, it’s clearly entering a new phase.