NEW YORK (TheStreet) -- I understand not wanting to step out of your comfort zone. Truth be told -- it's an issue I have struggled with for years. To this day, I deal with anxiety over things that could possibly happen; as such, it's tempting to want to preserve the status quo in my physical and psychological environments.But, man, that's a bad way to float through life, especially from an intellectual standpoint. Things change. And even if they don't, there's often a legitimate exception to what you think is the rule. At times, that thing you can't seem to wrap your head around is indeed the product of an irrational world. That doesn't mean you're right ... right now. It just means that, at times, you'll end up vindicated. I expect that to happen with me vis-a-via Apple ( AAPL - Get Report). It happened with me on Netflix ( NFLX - Get Report) in 2011. I expect the same to happen again in 2013 or 2014. I'm proud of myself for how I'm handling Netflix this time around. I'm executing the intellectual exercise stubborn folk such as myself loathe -- I'm budging. In 2011, when I was certain Netflix would crash, I jumped in the front of the train that was NFLX stock. I refuse to make the same mistake twice. I know Netflix should crash again, but I have been bullish on the piece of paper that is NFLX stock from around $60. Sometimes you have to budge; at other times, you just have to come completely out of your comfort zone and come to terms with a reality you not only cannot comprehend, but think is patently absurd. That's what bewildered bears absolutely must do with Amazon.com ( AMZN - Get Report). Quite frankly, the persistent bearish sentiment in the face AMZN moving higher -- almost in a straight line -- has become comical.
Our strategy is very, very clear: We're focused on long-term returns for investors. And to throttle back on investment now would be shortsighted. When we have less opportunity, that will probably happen. But as long as we have lots of opportunity, we're going to continue to invest commensurate with that opportunity in a very disciplined and methodical way, but in a long-term context. To do anything else, we believe, is irrational.
But we also don't claim that that's the right strategy. We just claim it's ours. And then people get to decide. But we're clear about it. And we do passionately believe it's the right strategy.
Make no mistake about anything I've said here: Long-term profitability and building an important and lasting and sustained company is incredibly important to us. We just believe that, by investing now, we increase our chances of achieving those things.So, he's telling you -- in no uncertain terms -- that Amazon will sacrifice the look and feel of short-term financial metrics to seize long-term opportunity. Could not be more precise. (That was 17,256.67% worth of upside ago). Amazon's CFO said pretty much the same exact thing on yesterday's call and every one prior to that for as long as I can remember. Of course, AMZN ended Tuesday's after-hours session up another 9%. We're talking all-time high material folks. But, sure, keep up the snark, the yeah, buts, the typical references to the dot-com bust and yelps over valuation. At least you can get a kick out of frustrating guys like me, but like Amazon and Bezos, I'll always be prepared with a strong comeback: