Yes, really. It is essentially downside protection. If you find yourself in a uncertain situation, it is a reasonable strategy. She now already know that Amazon

Yes, really. It is essentially downside protection. If you find yourself in a uncertain situation, it is a reasonable strategy. She now already know that Amazon can handle a refund, what to look for when buying and got a recommendation from a friend for a jacket. Could she have walked into a physical store instead? Probably, but at this point she probably didn't want to buy an expensive jacket anymore which is also reasonable. You are the one not thinking. I'll give you a different example. Say you are in a foreign city and you use Uber. After a while you have a bad experience. Say, the driver insists you pay something which should have beem included. You contact Uber and you get a refund. So what is the resonable choice now? A. Stay with Uber and be mindful of paying extra fees. B. Take other taxis which might be better, or just scam you without any recourse. For most people it would be A. Large brands win when the market is dysfunctional.