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So it appears the real benefit of Prime isn't FREE SHIPPING, it's 2-day shipping (rather than standard shipping) at no additional cost.

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Pretty much, except for the whole $79 additional cost of prime membership. =)

Yes. I forgot the upfront premium you pay for the opportunity to buy things and get 2 day over standard shipping at no additional cost (at the time of purchase).

The other thing we all are forgetting is that prime membership is more than just "free" 2 day shipping, it includes Instant Prime Video streaming. something many people don't seem to care about. Perhaps Amazon needs to break the two offerings out? Prime Shipping ~ $59 / year, Prime Videos ~ $59 / year, Prime Both ~ $99 / year?

There's also the Kindle Owners' Lending Library, which even less people remember. I borrow a book every month.

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