I think one of the most widely misplaced conception is the old time saying if you build it they will come. Well unfortunately this does not pertain to an ever expanding always changing ecommerce world. As one developer develops another one learns from him and makes something better. This is the evolution of the internet. So when trying to compete it a fast paced environment you have to have both the right support as well as a strong desire and ethic to put in some work.
This article is really means to who that always think that e-commerce is the one easiest way to make money with out any effort. The ethic and desire for making business will lead somebody to success, cause business is not easy to do when U do not have a good ethic and discipline.