So there's only room for 2 competitors in this market??
This is not zero sum. New entrants to a market can actually increase the number of consumers.
If you believe that Fedex management is not actively engaged in a strategy to address threats and opportunities you may want to ease up on the cynicism. Fedex isn't going into the online market place business Amazon an entrant into the Logistics business which is why Amazon is recruiting talent FROM Fedex.
Despite all the hyperbole its not Pollyanna-ish to believe that Fred Smith et al know this business better than most "analysts", journalist, and rank and file line staff.