I genuinely do not understand how Amazon can have dropped the ball on their UI for this long, this bad. Given their drive to get customers to consume shipped product, their track record with digital products is abysmal. Video games is a product problem and that's a different discussion, but "television" and movies are a different matter. The product and consumer appetite are there, but the roadblock is the UI. Does no one who is in upper management use the product? I know they treat their testers like crap, but surely someone in the marketing or graphics department has at least done some usability polling. Right? Right?