It's that a 12 hour window being "crappy" is like saying your transatlantic flight being delayed 30 minutes is "crappy" (my first Atlantic crossing took 10 days I think). It's all about perspective :-)
Once we have a taste of what's possible it's really hard to accept that the status quo is good enough. With Prime Now I can get a lot of things ordered, shipped, and delivered within 2 hours, with live updates when the delivery person is on their way and arrives outside my house. I remember the days of multi-week ground shipping, I'm really glad we kept pushing the limits.
