Sorry, I think the way I backed into my point has confused you. I'm not saying, "Amazon's store is new and different. Why would people use it?" What I mean to say is: "I don't have any reason to believe many people are currently using Amazon's store. It seems unlikely. Since (as far as we can tell) this store is currently not successful, and its lack of success is quite possibly due to factors other than price, its pricing doesn't reveal much about what people are willing to pay." And that is not true of everything.