OK, I think the difficulty isn't the first level of implementation, but all the edge cases. I think that's true about a lot of innovation. So yes, the elevato

OK, I think the difficulty isn't the first level of implementation, but all the edge cases. I think that's true about a lot of innovation. So yes, the elevator pitch is just "remember the shipping and billing details, and use it by default". But the question is the edge cases: First, you have to remember that this came at a time when people were still nervous about even giving your credit card to a website. Cross-web identity wasn't a thing, password managers weren't a thing. Second, you need intelligence for what are the default options to select? It's easy for iTunes when the delivery is digital, or for a Prime member when 99% of the time the shipping is free. But what about for everyone else - should 1 click choose the fastest shipping or the cheapest? Is there a 3rd option? OK, you might say the customer should be able to customize that in the profile. But A) what if they don't, and B) what are the extreme edge cases? If someone wants it the fastest, is it worth it if it costs 100$? Or is it a % of the cost of the good? Is faster shipping by 1 day worth it if the shipping costs twice as much? And so on.