The article is interesting and all, but this aside was wildly out of touch:<p>> Wealthy people tend to receive a much more direct and immediate payoff for their time which is why they tend to be better about valuing it. This is why the first thing that most ultra-wealthy people I know do upon becoming ultra-wealthy is to hire a driver and start to fly private. For most normal people, the opportunity cost of their time is far more difficult to ascertain moment to moment.<p>Are you kidding? Poor people value their time, they just can't afford to use it more efficiently. I can't speak for Amazon shipping fees in particular, but if someone is eschewing a $5 delivery fee in favor of $3 of gas + 20 minutes of driving, it's because the marginal value of that $2 greater than the marginal value of that 20 minutes.