• Seattle Post-Intelligencer , Tuesday, November 4, 2008 10:45 AM

It's one of those conditions, I suppose, like Restless Leg Syndrome that you didn't know had a formal name but, once it's properly christened and publicized, seems like a public health epidemic. And this is one we've all suffered from -- sometimes, I'm sure, not so silently. Amazon CEO Jeff Bezos calls it "wrap rage," and that sounds like a phrase that will stick, so to speak, like a Band Aid.

"Wrap rage describes the frustration we humans feel when trying to free a product from a nearly impenetrable package," Bezos says.

Andrea James reports that Amazon is launching a multi-year initiative to swaddle Amazon's goodies in what Bezos dubs "Frustration-Free Packaging." It will be simpler and less wasteful. But that last phrase, caps and all, is headed straight for the recycling bin, I predict.

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