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The difference is that discriminating based on race or religion or gender or job etc. is a matter of prejudicial bias, whereas discriminating based on wealth is a business decision, as they are not saying "we won;t sell to you because you're not rich" they are saying "we'd love to sell to you, but unfortunately, you cannot afford the price we need to charge in order to remain competitive". Amazon is not required to give premium service away for free, or at an excessive cost to themselves.
I think we can all agree the Cessna plane example is clearly not discriminatory. I also think Amazon is doing the same thing, on a lesser scale, so how are they being any more discriminatory? It is the same business decision at heart.
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