The proper way to handle this would be to default to "opt out", and force people who want to opt-in to expressly do so. Amazon has got this bass ackwards from the consumer point of view. They do, however, apparently have it right from the "I wanna take over the world" point of view...
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Diogenes was eating bread and lentils for supper. He was seen by the philosopher Aristippus, who lived comfortably by flattering the king.
Said Aristippus, ‘If you would learn to be subservient to the king you would not have to live on lentils.’ Said Diogenes, ‘Learn to live on lentils and you will not have to be subservient to the king.’
Said Aristippus, ‘If you would learn to be subservient to the king you would not have to live on lentils.’ Said Diogenes, ‘Learn to live on lentils and you will not have to be subservient to the king.’