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And by the way, there is a reason the nra isn't here, they are down the street. they had -- >> they have -- >> we've invited them. >> so right now tonight -- >> we have invited them repeatedly. but if you listen to the rhetoric, it is so over the top and so overheated and most importantly is noting acknowledg the fact that there is no other consumer item that we purchase -- >> is that a -- >> hold on a second. let me finish this point. there is nothing else in our lives that we purchase where we don't try to make it a little safer, if we can. >> despite the president's political grand standing...

On it, our top people. >> reporter: you got it. >> they started out with books and they sell you just about anything. >> reporter: when you read articles about jeff bezos, "fortune" magazine, he is is business "person of the year". he is quoted saying yes he started out that way but he likes to be counted on and he likes his customers to count on him. it is a philosophy you see at this company that plays down to everything they do. these men and women that you see taking every item out, they're actually scanning each item into the computer system. so everything is tracked. millions of upon mil...