Yeah he did address the point. The Costco example is apt. Are people not understanding the concept of membership? There are _countless_ examples of membership,

Yeah he did address the point. The Costco example is apt. Are people not understanding the concept of membership? There are _countless_ examples of membership, both online and off, in which perks of said membership are touted as "free". Golf clubs offer free food/drinks/carts. Costco as mentioned offers free unlimited-discounts/samples/eye-testing. etc... "Free" has at this point become an idiomatic expression, which, when used in the context of a membership perk, effectively means "You've paid for unlimited use of this perk and it's no additional charge over the cost of your membership" In all of my time using Amazon I've never felt the intention to mislead me into thinking I would have these videos free if I hadn't paid for Prime... In all of their advertisements/video-descriptions it is explicitly mentioned somewhere on the page that this video is "prime"... The 'free video' section is even labelled "Prime Instant Video". Whether you're getting free drinks at the Golf Club or watching free videos in Amazon Prime, it would take a mental invalid to not realize the inherent cost of that 'free' item, and the fact that you already paid for access to it.