No. My point is that the issue is that in many cases individuals don't understand the nature of the relationship that they're entering in to and therefore are

No. My point is that the issue is that in many cases individuals don't understand the nature of the relationship that they're entering in to and therefore are restricted in their ability to make a good decision on their own behalf. Contrast this with what you're saying which is that they don't understand and therefore are making a mistake in choosing Goole or Amazon. With respect you don't know me and you have no idea what is ideal for me. You don't know my wife or what's ideal for her. You don't know my dad and what's ideal for him. It would be very, very odd if the same of many diverse and well made products was right for all of us. Being an end in itself isn't better, it's just simpler to understand.