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I was scared for a second. I'm really loving the amazon go store (though, it also happens to be downstairs from where I work).

Same here! Super jealous though because the closest one is a 20 min drive. I wish I had one closer because they're such a great shopping experience.

Amazon devices aren't premium. In fact, they're more the opposite.

People are less excited to come and play with them because they're (for many people) easily affordable unlike Apple products where a try before you part with a lot of money is a bigger 'thing'.

Makes more sense to have them in go stores, whole foods, etc...

I bought my parents an echo because they had them on sale at whole foods around christmas.

As a dedicated Apple user, the Apple stores are invaluable for fixing hardware issues or diagnosing them.