Are you the mythical person buying 15 vacuum cleaners at the same time?
No, I'm the person who doesn't know the great things to buy with my Raspberry Pi. Thanks to great predictions from Amazon's part, they get me to buy more. Similar to how Netflix does a pretty good job of recommending movies.
They are not at the same time. There are entire days of interval!
I know this is slightly off what the article is concerned with, but the important question in a business context is whether this prediction is worth anything, i.e. whether it can be turned into revenue that wouldn't be generated in the absence of the prediction.