Internal project code names are sometimes sarcastic, and are never meant for public consumption. It's obviously embarrassing the way it's presented, but it's no

Internal project code names are sometimes sarcastic, and are never meant for public consumption. It's obviously embarrassing the way it's presented, but it's not like someone was sitting around twirling their mustache plotting something evil. Here's a more charitable interpretation to consider: "We have worked hard to make Prime a good deal for customers. But we also know that a lot of customers don't know about the benefits. They just know that if they sign up for Prime they can get free shipping. So they do so and then they cancel. Are we sure that customers know about all the benefits that they get from Prime before they cancel? Maybe if they did, they would not be so hasty. Do they know about Music and Photos and Video? Maybe if they did, they'd keep it around. Let's show them the options during the cancellation flow to make sure they REALLY know what they're giving up. And let's flip around the yes/no buttons to make sure they actually read it - similar to what security confirmation messages do when you're about to do something irreversible."