Amazon moves incredibly fast when it comes to products and incredibly slow when it comes to employee growth. They are treating it like a lightbulb moment, but several of the people involved in this have been working on it for a decade.

Reality is, they didn't want to pay FEE's big money because they weren't worth it, and now the company is starving for good UX and they want to pretend they invented a solution to the problem by creating a role that's existed at Google for more than 10 years.