Sympathy for the Devil.Fiona Dias has done the impossible. She’s managed to turn the Mephistopheles of Big Box retailers into a victim. That’d be Wal-Mart.Dias, the VP of a company which manages the Web sites of large retailers like Wal-Mart, accomplished the stunning feat in a New York Times

article documenting the growing price wars between Amazon and the Bentonville, Arkansas giant. Wal-Mart still dominates retail with $400 billion in sales. Amazon is a relative lightweight with only $20 billion. But the fight for future earnings may well take place online, a venue currently dominated by Seattle-based Amazon. And that doesn’t sit right with Dias.Taking a daring pro-bully stance, she offered the Times the following thrown gauntlet:”We have to put our foot down and refuse to let them grow more powerful,” she said. “I applaud Wal-Mart. It’s about time multichannel retailers stood up and refused to let their business go away.”Owners of the thousands of locally run hardware and grocery stores forced out of business by Wal-Mart weren’t immediately available for comment. But through a spokesperson they were able to relay the following message: “What Fiona Dias lacks in brains she more than makes up for in balls.”