To an entrepreneur, Chinese e-commerce giant Alibaba looks like an indispensable offering. Its B2B platform disintermediates, simplifies transnational transactions, facilitates supplier review, and, of course, offers unbeatable unit costs. However, the true business brilliance is how they take advantage of a cognitive bias called the ambiguity effect. With their IPO scheduled for September on the Big Board in New York and slated to be the largest of all time, we are at the very beginning of Alibaba’s story here in the United States.