I'm not sure about the assumption that this encourages consumerism or decreases friction overall. In some ways, it should increase friction. Right now, if you

I'm not sure about the assumption that this encourages consumerism or decreases friction overall. In some ways, it should increase friction. Right now, if you visit Amazon (as untold millions do), clicking Amazon's buy button is extremely low friction[1]. This browser extension would add buy-local alternatives, each of which typically will be higher friction[2]. And there's a compelling motivation (supporting smaller, local businesses) to actually choose those higher-friction alternatives. And it also increases friction in a second way: it adds an extra step to the process. You have to make a decision whether to buy through Amazon or through some local retailer. Decisions can be very high friction. Of course, you can look at this at an individual level (changes that an individual might make) or a societal level (how the existence of this extension would change things for the entire populace), and the conclusions might be different for each of those. --- [1] By design, of course. They've spent decades collecting everyone's payment methods, getting people subscribed to Prime, and building the largest and most sophisticated fulfillment network the world has ever seen. [2] You may have to create an account. They may not have your payment method or shipping address on file. The ordering process is probably less familiar. You may have to go in person since many local stores aren't set up for fast, affordable shipping.