Beyond that the author's specific arguments don't feel very convincing to me:
> Think about the last time you did some research, e.g. choosing a phone plan. You asked your friends, compared on forums, looked at the official sites, scribbled some notes and made a decision. Even if this journey was quick, you likely traversed a dozen services and products to do this.
The only site I went to is reddit. reddit is where I go to get on the ground crowdsourced recommendations (e.g. I buy coffee equipment by researching on r/coffee). In fact I avoid searching for this kind of thing widely, because I get a bunch of random blogs and content marketing sites of questionable provenance and accuracy.
> Over the years you keep shopping there, until you've forgotten that
- free 2 day shipping is now near universal - amazon isn't often the cheapest place
Well no, free 2 day shipping is not "near universal." I still find most sites which aren't themselves backed by giant corporations (and even so which are!) don't even have multiple shipping speed options, let alone free 2 day shipping. I also have a degree of trust in Prime shipping and I've never personally had a painful experience returning anything to Amazon.