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This is very interesting.
Although I would like more details (like the cost). And I would be happy to be surprised, but I'm a little skeptical that they can pull this off - what Amazon does is *really hard* to execute properly...and Google has pretty much no experience in this area.
I'm also kind of thinking that this may be more limited than what Amazon does - only offered from a handful of specific retailers in certain limited geographic areas.
But I suppose you have to start somewhere...and if I happened to need something from one of those retailers and lived in the appropriate geographic area, I might be interested. Depending on the price.
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