I just ordered a lens for my camcorder. I rarely order anything (apart from eyeglasses) from stores other than Amazon. I’ve had my issues with Amazon in the past, but realistically, with a recurring Amazon Prime membership, I’m pretty much “all-in” for them.

So today, when ordering from another store, I expected the hurdle I always come across — creating a profile just to place an order. I grudgingly started the process and BAM! just as I expected it, there it wasn’t.

So thrilled was I, that I nearly decided to create an account! Talk about little things meaning a lot. I immediately felt an affinity towards this company and even bypassed my typical finger-floating-over-the-mouse-button routine while I hem and haw about whether or not I really want the item in question.

All said and done, it’s ordered –something that may not have happened had I been forced to create the dreaded profile.