Yup. There was a famous memo from Jeff that went round years ago that read something like "I want to buy a kettle. I search for 'kettle' and I get thousands of products. That sucks - now I have to comparison shop for kettles, when I don't particularly care what sort of kettle I get. Why can't Amazon just tell me 'buy this one'?"

Amazon's choice arrived years after my tenure at the big A, and I'm not sure it's directly connected, but it definitely helps solve this problem.