It'll be interesting to see how their profitability trends as they adjust their prices. I've seen a trend over the past year or more of dramatically higher prices for things I've previously purchased from Amazon. I can do a 1-for-1 comparison on receipts, and see the huge bump. In some cases, those products are more expensive everywhere, but in most cases, I'm able to find those items at a price close-to or better than what I'd originally paid at Amazon if I shop around. It'll be interesting to see if they've trained consumer mindsets enough to retain them as customers if more shoppers notice a similar trend.