Amazon too good at keeping promises

"Underpromise and overdeliver" is normally seen as one of the most important strategies for generating and stimulating buzz for new products. And the king of the concept has always been Amazon, I never stop appreciate that  "Wow, already today"-feeling they normally give me.

But David Lidsky of Fast Company worries that the strategy actually could be bouncing back. Instead we may feel like loosers when we, because of the underpromise, order super delivery and yet it had arrived the same time with normal standards. And with the new Amazon Prime program, that sets you back $ 79 a year for a guaranteed two days delivery on more than a million instock items, Lidsky wonders if we actually can win something we haven't already won.