This article was a fascinating read. I suspect your biggest problem was people like me who had never heard of Arcadia. Your premise is Amazon is doomed to fail because it thinks it is too big too fail. Arcadia thought that too and they failed.

You need to work that into your title in a way that makes sense to people who haven't heard of Arcadia. Make the title intriguing.

I'd also drop your first paragraph and start with the second.

Get your premise out early and assume your reader hasn't heard of Arcadia. You don't need to go in depth here because that comes in the body of the article but just enough so the reader doesn't check out early thinking they won't appreciate the article since they've never heard of Arcadia.

Really it is a great article and I'm glad you shared it here or I never would have read it.