The Amazon key thing is really interesting from a couple of different angles.

I think it shows Amazon is still working relentlessly on ways to get the thing you’ve purchased into your hands as quickly and smoothly as possible.

Arguably, it also demonstrates that Amazon is still happy to invest in risky ideas that would look insane written as a standard business case anywhere else.

I suppose they’ve got the resources & reputation to endure failure, but when they strike gold they probably make it back ten fold!