There’s a classic Seinfeld episode where Kramer’s new phone number is one digit from Movie Fone’s, so, surrendering to the misdialed calls, he imitates the automated voice. When he can’t interpret the key presses he improvises, ‘Why don’t you just tell me the name of the movie you want to see?” Which is kinda what interfaces should let us do.

We have a running joke at work: when a navigation design gets away from what the user wants someone says, ‘Why don’t you just tell me what you want to see?‘

It seems like Amazon took this same approach… ‘Hey Victor, why don’t you just tell me which products you want in your Gold Box?’‘