Here's a more charitable interpretation to consider that's not "Mwahaha let's make it impossible for people to cancel Prime so we can make more money": "We hav

Here's a more charitable interpretation to consider that's not "Mwahaha let's make it impossible for people to cancel Prime so we can make more money": "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."