To Amazon and its defenders, this feels unfair. Amazon is just doing what stores have always done — just better. This question about whether technology superpowers can play fair by the tried and true rules is a central legal, economic and ethical confrontation of our age. It’s not just about whether Google is too big to be dethroned or Facebook is bad at policing speech on its online hangout. The conundrum is whether these giants are so mighty that they can’t operate fairly and effectively.