I'm not sure that Bitcoin is Amazon. Bitcoin is slow, it consumes a huge amount of electricity, and it is almost immposible to make any useful changes because miner groups or big exchanges will block any decision. Its only advantage that it was first and that is why it is more popular. This could change.
if you try to make block time much faster, you start sacrificing security. you'll see much more orphaning and users should thus require more confirmations before consider a payment settled. blockchains with faster block times are just less secure.
it does consume a lot of electricity, but so does the banking industry. so does gold mining. if bitcoin is to take a chunk out of their market shares, maybe it's justified considering the level of security bitcoin's POW provides.
miners blocking segwit showed that BIP9 was an ineffective way of implementing soft forks. the UASF approach might be a better route.