Great article, thanks Alex!
The way I see it right now : 2 real life stores, with every one buying in the first alley and no one going further. To be in the first alley, you need an insane amount of brand awareness(think PepsiCo,Nestlé,Procter&Gamble…). If you have a new product, you need to have an alternative distribution channel(think your hipster store) to find your niche customers.
But as long as the 2 gigantic stores refuse to let go this insane duopoly we’ll live in a world where our only choice will be Coke or Pepsi, Nestlé or Danone, PlayStation or Xbox, and it probably doesn’t bother Apple and Google