Are you kidding? Amazon appropriated the small company's trademark -- Elastic? Please, NYT call at least one developer before you run a story like this, or do a search. This is super embarrassing -- for you. Here's the problem with the premise. Amazon has been calling their services Elastic this and that since inception. The first was EC2. Elastic Compute Cloud. It was started in 2006, six years before the startup was founded. It seems to me, unless I'm missing something, that the startup copied Amazon.#