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I don't think its a revenue generator for them, I think its we have to have X. Music, video, etc. Look at Audiable, still exists kind of outside of Amazon.com

If they really want to make it into a thing, it cannot be within amazon.com. Call it something else, rip out and make it into a service not an addon to prime.

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I kinda get that. But why not just tidy that UI up, and make it a good viewing experience and who knows maybe more of us will watch the seasons they have available and rent/purchase the ones that aren't. Instead of the car wreck of a UI experience

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