During the dot com era people really had no clue what this internet thing was and how it would develop. Cryptos are also uncharted waters but in my opinion it's easier to predict the future for them because they are based on this infrastructure called the internet. The example you made with petsupplies and amazon.com is very interesting because it shows how this crypto space will likely develop in the future, my guess is that only protocol coins will survive and all the petsupplies.com of this world will be built on top of these blockchain.