I don't think I fully grok the difference there. They seem to be two separate points, not one in support of the other. Or else maybe my opinion is that it's no different than buying in a bookstore, because you don't read the entire book in the bookstore. Shipping is tangential.
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Yeah, don't focus too much on the example (Amazon vs book store). It's more around the idea that we're buying "an expectation of something being good." The same is true for ordering food at a restaurant. We're ordering based on our expectation of how good the food will be.
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