Amazon's Plans to Add Wireless to Prime

Bloomberg News reports that Amazon is in talks with carriers, basically to buy wholesale rates right and start offering prime customers some sort of wireless offering. The details are sketchy, but what we know is they're hoping to add some kind of wireless service, maybe free or as cheap as 10 bucks a month. And this is all about making prime even more addictive, because the growth rate is slowing? What do you think the real causation of this is?