Hey Kevin - OP here. Thanks for the response. All of this is 1) pure speculation without any data or understanding of the underlying business strategy 2) inten

Hey Kevin - OP here. Thanks for the response. All of this is 1) pure speculation without any data or understanding of the underlying business strategy 2) intended as constructive criticism rather than firebombing and throwing stones to be controversial for controversy's sake. IMHO - showing price consistently (even w/o a shipping address, my item price didn't show), making order modification easy, and placing action buttons below the explanatory elements that motivate clicking that button are fairly uncontroversial points. Maybe they are more controversial than I envisioned. Moreover, I understand things are optimized for checking out quickly and perhaps bias the UX toward repeat customers, but I don't see why first time customers (who you're fighting to make into repeat customers) are deprioritized or lack their own customized, responsive UX that would enable speed for repeat customers and ease of use for first timers.