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From the "About Fire Phone" video:

"It's almost like the world is a hyperlink."

That right there is gold! That is UX victory and low friction for users in a nutshell.

I can't tell if you're joking or not - personally, I cringed and felt like I was watching an episode of Silicon Valley for much of that video.

Take it both ways at once. That is the essence of reducing friction. Amazon does better at that than at marketing.