while joe rideout, a spokesperson for a consumer advocacy group, disagrees. joe, you feel this discount won't serve the targeted audience. why? >> to begin with, i think it's just too much money for someone who is struggling to put food on their table without assistance, to expend another $72 a year to sign up for this service. it's something of a discount from $110 a year and kudos to amazon for trying to come up with ways to reach out to new groups. i just don't think thermal makes that much of a difference, particularly when it comes to getting groceries. >> derek, you think it does make a difference? >> sure. they have 50% discount on their products, a lot of companies don't offer discounts to people just because they're on snap or on food stamps. nobody is forcing these families to buy prime memberships. i have some friends who have prime memberships, others don't. it's good for a company, even if this is pro profit, even if it helps them in the long run, it's good for the company to recognize that engine inequality is a part of this country's picture. >>