I just submitted this to fatbrain.com's suggestion box: "I like fatbrain better than Amazon, but I buy most of my books (which is a LOT of books) through Amazon for one simple reason: One-click ordering. The free hat and shirt you sent me aren't enough to make me want to take a minutes to order a book through your site, when I can do it in 10 seconds on Amazon. Thought you'd like to know." I'm sure they've thought about it—probably are even working on it. But that fact that it's not there yet makes it very clear they're underestimating the importance of convenience. (We'll see from their reponse—or lack of one—whether they underestimate customer feedback/service.)