Offer #1 — It’s available on iPhone, iPad, Android phone and tablet, and Kindle. We’ll have a Nook edition soon. It’s in full color, has lots of great graphics, and is designed to be a very immersive experience, taking full advantage of the way people actually use their devices. You’ll love it. It’s only $20. Wanna buy it?

That, Mr. Bezos, is the way media geniuses think these days. They’re so taken with the latest shiny new object that they’ve lost all their sense.

Offer #2 — This easy to read book explores 25 innovative strategies for media companies in the 21st century. It will help you think creatively about content and revenue in a changing world. If you don’t get five million-dollar ideas from this book we’ll gladly refund the $20 purchase price.

That might actually interest you because it focuses on a need you have right now. Note that it says nothing about format or delivery method — and more importantly, note that you didn’t care. It could be hand-written in crayon on paper towels, but if it delivers on its promise it’s well worth the $20. (You can always scan it into your iPhone.)

The point being, don’t pay much attention to the media geniuses. Don’t listen to the keynote speakers at their conferences. Don’t read their forward-thinking ideas. They’ve mostly forgotten the most basic thing about commerce — that you have to provide something that people need.

Focus on what the customer wants and needs, and let all the technological whirrs and shiny spinning things come later.