Amazon never wanted the customer to have to pay for the change like you were going to give them the best experience. And if it costs you more at the outset, you trusted that that payoff would be there later. And I think the second part after customer obsession is that long term thinking, right, like that is a really hard thing to do because we all managed by quarters I was an American company. And I, you know, saw executives managed to quarterly results in quarterly earnings or, you know, annual Amazon manages to a really long time line that delighting the customers will never be something that isn't worth doing. But it might cost you something for one year, two years, five years, 10 years. Uh, you know, one of my favorite Amazon products. Is Amazon fresh? Because I get my groceries right, and I remember my friend who launched that product like that's been years of trying to figure out how to make grocery work. But as a customer, it was always great for me, and I knew from my friends it was a difficult proposition to make work from a lot of other perspectives. But as a customer, I felt like I wasn't being asked to make the investment with the company. They made sure I was taken care of, and that investment was happening on their side because their view was over time that investment will always pay off.
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