Amazon's Prime service began as a way to get your books and deodorant shipped to your door faster. Which was nice. Now, it's turned into a cornucopia of digital everything: movies, TV, books.
And as it's grown, it's turned into something else: the smartest digital ticket around.
Amazon's decision to give out free loaner Kindle books solidifies something we've been mulling over: Prime is a killer deal. The killer deal. Of course, this isn't a sale or some font of generosity: Amazon is a business. It's out to get as much of your money as possible just like everyone else, and Prime is highly addictive crack for impulse shoppers. But now that Amazon has so many of us hooked, it's going after more than just our deliveries—Bezos & Co are hoping to knock out some competitors too: Apple. Netflix. The reigning champs. Luckily, we can welcome these pushers to our street corner. Their war is our gain. Let's take a second to reflect on what you get for 80 clams a year: