Amazon.com founder and CEO Jeff Bezos didn't seem too attentive in the "Top Ten Lessons Learned in E-Commerce" panel earlier today at the South by Southwest conference in Austin. While Zappos.com CEO Tony Hsieh presented his ten lessons — "don't compete on price" and "don't worry about competitors" among them — Bezos spent most of the time on his BlackBerry. Captions in the comments, please.

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