Soap.com and diapers.com highlight the potential business opportunities provided by automated material handling technologies, where this was impossible previously. The thought behind businesses such as this is that customers already know which products they want to buy, and they don't need to physically touch them before purchase.
By allowing people to inexpensively purchase common items such as soap and diapers online in a convenient manner, customers can eliminate a chore from their daily routines. This is valuable for both the businesses who supply them, and the customers who purchase the products.
A video discussing the topic is linked below.
http://www.youtube.com/watch?v=6zXOW6v0c8s
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