Business Insider reports on how Walmart, once viewed as the “archvillain of capitalism,” now is embracing a new and improved role, as “the anti-Amazon.”

Here’s how it frames the transformation:

“Amid a decade-long era of heady corporate profits, vast numbers of workers feel untethered, distrustful and without a sense of belonging and dignity. Amazon, like the rest of Big Tech, is being swept up in this crisis of faith, villainized for its very bigness.

“In many ways, Amazon is quickly becoming the new Walmart — demonized for killing malls, bookstores and toy shops, and feared by industry after industry for the off chance it may decide to swallow up yet another business … Walmart - at least in rhetoric - is attempting to move into the breach. Out of sheer necessity to survive the Amazon juggernaut's retail onslaught, it is casting itself as the foil … With a network of some 4,700 stores that are within 10 miles of 90% of Americans, Walmart is perhaps better positioned than any government agency, think tank or company to take the economic pulse of the U.S. It is using that on-the-ground presence to position itself as a champion of distressed and alienated America.”

KC's View: Go figure.

The argument here always has been that bricks-and-mortar retailers are completely capable of competing with technology companies, just as small companies are capable of competing with big retailers. They’re capable … which is not the same thing as being willing and committed to what needs to done to achieve competitive advantages.

Walmart seems to have this figured out; ironically, its path to nimble consciousness along these lines seems to have started around the time it acquired Jet.