I think this is more psychologically jarring than financially jarring. It's like if Amazon turned around and said, we're making Prime free, but it's a flat 25 c

I think this is more psychologically jarring than financially jarring. It's like if Amazon turned around and said, we're making Prime free, but it's a flat 25 cents for your previously free delivery. Doesn't sound a lot, but that's a psychological barrier that'll pop up every time when you're about to order something. Consumers really love knowing up front what they're committing to pay. Adding extra charges on is not going to help at all with adoption.