Prime is reaching a primarily-digital-services point that I half-expect them to split-off the free-shipping 'benefit' into another package, or quietly drop it.

Actually I wish they would, so that I could check-out physical orders twice as fast without the tedium of deselecting the defaulted 'Yes give me the 30-day Prime trial!' checkboxes. It is quite odious how much upselling they now load into the checkout process.