retail news in context, analysis with attitude

Time reports that "Amazon really wants its Prime members to stop using its speedy shipping service, so much so that the company is willing to pay customers to accept slower deliveries.

"The online retail giant is now offering a $1 credit toward Prime Video to customers who choose 'No-Rush' shipping for their deliveries. Instead of arriving in two days, items are delivered in five to seven days. The credit can be used for TV shows and videos on Amazon’s download service, though certain Prime Instant Video titles are excluded, including HBO titles. The offer will be available for a limited time."

The story goes on to say that "the deal may be an effort by Amazon to lower expenses after the company posted a larger-than-expected loss of $126 million in the second quarter. The company spent $2.4 billion fulfilling deliveries during the quarter, up from $1.8 billion in the same period a year ago."
KC's View:
So let me get this straight. I pay Amazon for the privilege of Prime membership, which will get me products faster, and they're willing to then pay me to get my products slower?

Do I have this right? Because if this is what is happening, while it may reduce costs, I'm not sure how it makes sense from a customer service point of view. We all want things faster, not slower … and part of the reason is because Amazon helped condition us to think that way.