Serving the customer does not equal a customer service issue.

Amazon and most online retailers (at least the good ones) fully realize that they're going to have high return rates and account for customers doing exactly what Jason did (my wife does it regularly). This is a cost of doing business. You're competing against brick and mortar stores where people can go in and touch and see the actual product before they walk out with it. Would Amazon prefer it didn't happen? Sure, but Macy's and Barnes and Noble would prefer not to have to pay rent and hire retail employees too.