I'm sure it's great for Amazon when someone gets one of these things. For a relatively small cost, you've likely permanently neutralized all possibility of switching brands or suppliers, and substantially reduced awareness of price increases. From that perspective, this is clearly the product of a diabolical genius mind. I just don't get why anyone else would care....
One of the primary rules of running a business is to make it as easy as possible for people to give you their money. This makes it ridiculously easy.