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: It exploits emotional states—like excitement or stress—to bypass the brain's rational deliberation phase.

The concept was revolutionary when Amazon introduced it in the late '90s. buy now with one click

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: Amazon vigorously defended this, notably suing Barnes & Noble during the 1999 holiday season over their "Express Lane" feature. Apple later famously paid a $1 million licensing fee to use the technology for its iTunes Store . buy now with one click