Or worse: “Rent from $3.99.”

And then, the gut punch: “Watch with Ads. Included with Prime.”

But is there actually free content buried in there? Yes. But understanding it requires unpacking the psychology of "free" in the age of the mega-corporation. Let’s get the bad news out of the way first. When Amazon launched Prime Video, it was a loss-leader. Jeff Bezos famously said that when you win a Golden Globe, it helps you sell more shoes. The video was a perk to drive loyalty to the shipping service.

If you join Prime just for the movies, you will be disappointed. The value of Prime is the shipping. The video is a mirage. However, if you are already a Prime member for logistics, you can extract value from the free movies—just lower your expectations, learn to love 2009 thrillers, and keep your finger ready on the mute button for the Freevee ads.

We’ve all done it. You’re scrolling through your Prime Video app, looking for the new blockbuster. You see a striking thumbnail for a film you’ve actually heard of. Your heart leaps. You click.