content: Just like 18 wheelers are a huge disappointment for small families. My company uses prime and we buy 10-20 items off amazon each week. Prime with two day shipping was a God send. Its nice to know that when you use next day, its there next day (with a few exceptions). Also, since there is an Amazon distribution center in my city some things get there the same day.  Amazon has good pricing, yes not on all things. If you shop online, and pay shipping, 10 times a year its paid for. The added perks of some free video content and cloud storage is just icing on the cake. We take all sorts of rebate cards from manufactures and Amazon just lets us put it on their own gift cards and add them to our account. But your right, It's not for everyone. Just my two cents.  ****I don't work for Amazon but it had made out lives easier with Prime