In The Boost, where nearly everyone has a brain chip, most artifacts of the physical world are also identified and tagged. There's less need for physical objects, because more and more of our lives occur in the entertainment and communications hubs on the chip. (In fact, much of the physical world looks abandandoned.) But it occurs to me that Amazon, if it continues along the line traced by Founder Jeff Bezos, will one day be looking into brain chips. It's the natural evolution of the brand.