Very interesting, however I noticed that Amazon still uses a coupon code (and shockingly a prominent Apply button instead of auto-update) in their checkout flow. Why do you think that is? Perhaps it’s just inconsequential at their scale? Although they’re such optimizers that I doubt this is the reason…
IMO he’s suggesting our society pushes us to search outwards for happiness, instead of searching within ourselves. Kind of in line with his other quote:
“Happiness is a choice and a skill and you can dedicate yourself to learning that skill and making that choice.”
FWIW I believe he’s suggesting that success can make people complacent & therefore unwilling to go through the hardships of becoming a beginner again in a different pursuit, as it consequently opens them up to the risk of failure (which perhaps has become a threat to their identity).