I'm going to offer a counter-argument to your characterization of the dash button as the "ultimate consumption tool." Dash doesn't work that way. Its like a to-

I'm going to offer a counter-argument to your characterization of the dash button as the "ultimate consumption tool." Dash doesn't work that way. Its like a to-do list. You press Dash, and the item is queued up to ship. People don't press "Tide" over an over, people press it when they run low on Tide. No extra Tide is purchased in the economy. There's a case to be made that its a lock-in button. I might buy some other brand if its on sale at Safeway, but that other brand doesn't have a dash button next to my washing machine. Btw, my wife got our son a Kraft Mac-n-cheese dash button when he went to college, at considerable risk he would just go into the mac-n-cheese business. Btw btw, we're a "Charlie's Soap Laundry Powder" household (no dye! no scent!).