“Eliminating small frictions can radically alter one’s decisions,” said Ariely in his “Gamed” article. Think about this in terms of your own browsing or shopping experience—how likely are you to jump straight into the first search result on Google? How about go right to Amazon when looking for a book, even if that book can be purchased more cheaply through eBay or another e-seller?
It’s the obliteration of these small frictions that has turned Amazon into the giant it is. Users are more likely to keep coming back to Amazon, arguably, because of the whole “one-click” shopping. It’s just easier for most of us, since especially our credit card info is already stored on Amazon. Indeed, Amazon has become one of the— if not the—”default” shopping arena on the Web.