The increased switching cost isn't by force, though. Customers are less likely to switch because of convenience -- you're paying for the conveniene which, I think, means that Amazon is providing a service that consumers want.
I never care. I don't comparison shop. I always tick the "Prime only" button, even if it costs me extra. It's one of the nice luxuries of earning enough money that prices for consumables generally does not matter.
I don't know what the things I used in the dinner I just prepared costs. I only know roughly how much my weekly grocery bill comes to (it's all delivered - the order is auto-populated by Ocado's algorithms, so if I don't do anything I get a reasonable default set of products based on what I usually buy). And I like it that way.
Exactly. The ability to just tap some buttons on your phone and have an item show up doorstep is magical. The dash button is just another step in that direction. Its ultimate in convenience for people who want it.
