Shannon Jones

And obviously they've done quite well with that model.

I'm a huge Prime subscriber myself, Amazon's shareholder, like many of our members are.

But taking that hat off and putting on my strategic operations hat and working across product and working with our marketing team here,

I'm often thinking about we're always talking about with our subscriptions, with our products, how we price them and how do we make sure we our members feel like they get value out of that.

I think you also bring out in the book, Amazon even has I think it's called charm pricing where it's like nine ninety nine.

What do those examples teach us or what can they teach us here at The Motley Fool about how people perceive value and how can companies like ours use pricing psychology ethically?

So I have to ask the million dollar question then, Michael Aaron.

In the age of AI, when it comes to human flaws, likability, humanity, I mean, who wins in this case?

Is it the brands that are out there showing their humanity or is it really AI is just going to level the playing field?

Where does this all shake out?