Sure, I would love to press a button that will order things for me without seeing the price I'm going to pay ... oh wait, no, Amazon would love that, I wouldn't.
This is for people who don't care what things cost and that don't have children (children loooove pressing buttons!).
1. It sends an alert to your phone with the price and easy cancellation. (I was actually surprised at this feature, because I cynically agreed that Amazon would use this to constantly be trying to pull one over on customers.)
2. I also believe it said that repeat clicks will not order until the previous order delivers, which should help somewhat on repeat orders.
This product isn't really aimed at price-sensitive consumers, but I also don't see Amazon fucking over their customers with this. One thing I like about Amazon is that they don't play pricing games: they show you the best price in the search results, period.
When you push the button you get a push notification to your phone, which will show you the price and give you the option to cancel it, which at least gives you some way to back out if the price is hiked up.
