Why BN.com Has To Suck?

I've written quite some code whoes sole users are probably just few dozen people. Even than I'd went to extra-ordinary lengths to make sure that code was having highest number of features and ease of use than anything else that existed and was comparable. There are lots of businesses everywhere ranging from car rental companies to book stores who have, unlike me, thousands and thousands of users every single day, staff of hundreds and millions to dollars spend. To add all the cool features in their services that would delight their users every now and than, it would take probably cost a sub-percent of their revenues. Why it doesn't happen? Why it is so hard for Barnes and Nobel to create a website that can proudly stand besides Amazon in slickness, modern looks and innovation? Cost is certainly not the factor. What is it? Why certain part of eco-sphere is doomed to be second class regardless of available resources to them?