THIS ^^^^ Amazon is no longer the cheapest, nor do they ship the fastest compared to competing online retailers and they don't have to. They know that if they can get you to pay for prime then you will feel obligated to get your moneys worth out of it and just shop Amazon instead of shopping the competition. People are too lazy to give up the convenience of one stop shopping at Amazon and they know this. Paying for prime is just as much about making you feel obligated to use it as it is about it's perceived benefits to the customerAnother former member of the Prime staff said "It was never about the 79 dollars. It was really about changing people's mentality so they wouldn't shop anywhere else."