Maybe that's true for some people. But there's a lot of frustration being shown here and elsewhere that proves there is a demographic of people who really don't want this.

Cars are similar I think. Sure maybe some people need help. But there's is huge demand for a one-click, no-negotiation car buying "experience" (or lack of experience rather).

My conspiracy theory is that this has more to do with Salespeople and established sales channels (dealers) not being able to understand this both because their job depends on it and because they are naturally people-persons. So it feels intuitive to them and they have trouble understanding/accepting that many other are not.