The points about marginal costs are true, but I would argue the thinking driving the Amazon Go store is the customer experience: How do we improve the retail e

The points about marginal costs are true, but I would argue the thinking driving the Amazon Go store is the customer experience: How do we improve the retail experience for customers and differentiate? Then they worked backwards to make the economics work. These stores, if they open at scale, will most likely lose money, but the customer experience will be so far beyond current brick / mortar stores that going to a Walmart becomes a jarring experience. Just like Amazon.com vs. other e-commerce sites. That's the moat.