This is for people who don't care what things cost and that don't have children (children loooove pressing buttons!).

2. I also believe it said that repeat clicks will not order until the previous order delivers, which should help somewhat on repeat orders.

Haha as I read TFA I envisioned the UPS guy unloading boxes and boxes of toilet paper at the homes of my young nieces and nephews.

Hardware is the easy bit in the whole IoT business model. The tricky bit will be persuading people that it's something they need. For this business model to work it has to solve a big enough problem that taking the time to sign up for something like this button, getting it delivered, setting it up, and actually remembering to press it when necessary is worth the effort. That's a challenging thing to market to people - especially those who live outside of the tech industry. Which is most people.

"Build it, they will come" will not work here. Because it doesn't work anywhere.

CPGs will pay a LOT for this because it makes their brands "stickier". I can't tell you what brand of paper towels I normally buy, but if I always bought them through my "Bounty" button, I would always buy Bounty paper towels instead of whatever is on sale at the store.

I doubt this button connects to Wi-Fi directly - that's too much hassle (and too power-hungry). I wonder if Amazon has some sort of Zigbee-like controller embedded in the Amazon Echo that is set up to manage low-power devices like this.

Exactly right, and this is exactly analogous to brands (or more often, their distributors) renting shelf space, and sometimes even hiring their own people to stock shelves.

Every once in a while the button will just randomly stop working and you'll have to go through the motions again.

Looking at you, printer/scanner combos that won't print because the scanner is failing.

And there is absolutely no indication it's hardcoded to use a specific product.