Amazon's long-awaited hi-tech, queue-less grocery store opened this week - with, ironically, a long line of people down the street trying to get in.
Its approach has interesting ramifications on the wider retail world, especially if applied in part to the humble offline travel agency. Think about it...
Half a decade in the making, and after a year of intensive testing, Amazon's cashier-free convenience store is opening to the public.
Amazon Go, located at the base of the company's Seattle HQ, is the first of its kind: a convenience store with no checkouts, no lines and no stress.
Simply walk in, select your purchases and walk out - a seamless, frictionless, fast way to grab a sandwich for lunch.
At least that's the story Amazon wants you to know.