The HN crowd are probably 5x more savvy to this sort of thing than the average user. Amazon is the Wal-Mart of e-commerce, it now has generic brand association

The HN crowd are probably 5x more savvy to this sort of thing than the average user. Amazon is the Wal-Mart of e-commerce, it now has generic brand association with a large majority of consumers. So it's working for them, and it's going to keep working for them even if every HN reader shops elsewhere. It will take some serious competition to get them to change their behavior, and I don't think Jet is going to get there, unfortunately.