如何寻找超级成长股？世界首富24封股东信“吐露天机”：现金流比利润更重要(16)

Though negative reviews cost us some sales in the short term， helping customers make better purchase decisions ultimately pays off for the company。
另外一个例子是我们的订单即时更新功能，它会提醒你已经购买过某一商品，顾客往往过着繁忙的生活，经常会记不得已经购买过某物，比如说一年前购买过一张DVD或CD。当我们启动订单即时更新功能，我们能够观测到，我们的销售从统计数据上有轻微的下降。对顾客有利？肯定是。对股东有利？当然是，从长期而言。
Another example is our Instant Order Update feature， which reminds you that you‘ve already bought a particular item。 Customers lead busy lives and cannot always remember if they’ve already purchased a particular item， say a DVD or CD they bought a year earlier。 When we launched Instant Order Update， we were able to measure with statistical significance that the feature slightly reduced sales。
Good for customers？ Definitely。 Good for shareowners？ Yes， in the long run。
我们全力打造的更昂贵的客户体验是每日免费配送和不断降价，消除次品，提升生产效率并把所节省的费用以低价的方式返还给客户是我们长期的决定。销量的提升需要时间，降价往往损害当期运营结果。但是，从长期而言，全力以赴的“价格-成本结构环”将给我们带来更有价值更强劲的商业。
Since many of our costs， such as software engineering， are relatively fixed and many of our variable costs can also be better managed at larger scale， driving more volume through our cost structure reduces those costs as a percentage of sales。 To give one small example， engineering a feature like Instant Order Update for use by 40 million customers costs nowhere near 40 times what it would cost to do the same for 1 million customers。