Snappy the Clam

I just went through my Amazon Gold Box offers for today. For the past couple days I've been getting offered hardware and power tools, stuff I never buy from Amazon (or very much at all, for that matter.) And I think that's the whole point - the purpose of the Gold Box promo is to get you to impulse buy something outside your normal buying profile and thus get even more of your business. The people who have been confused by this ("Why aren't they offering me DVDs?") don't get it. Why would amazon suddenly start offering you deep discounts on stuff they know you'll buy at the regular rates anyway? Makes no sense, unless you've fooled yourself into thinking that they're your fun stuff pals rather than retailers.