Audrey Watters, writing a guest post on Larry Cuban’s blog, demonstrates the insidious nature of Jeff Bezos’ plan to create his own chain of pre-schools, where “the child is the customer.”

She writes:

“The assurance that “the child will be the customer” underscores the belief – shared by many in and out of education reform and education technology – that education is simply a transaction: an individual’s decision-making in a “marketplace of ideas.” (There is no community, no public responsibility, no larger civic impulse for early childhood education here. It’s all about private schools offering private, individual benefits.)

“This idea that “the child will be the customer” is, of course, also a nod to “personalized learning” as well, as is the invocation of a “Montessori-inspired” model. As the customer, the child will be tracked and analyzed, her preferences noted so as to make better recommendations to up-sell her on the most suitable products. And if nothing else, Montessori education in the United States is full of product recommendations.

“There’s another piece to all this, not mentioned in Bezos’s note about building a chain of preschools that “use the same set of principles that have driven Amazon”: Amazon’s own labor practices. The online retail giant is a notoriously terrible place to work – the pay, particularly in the warehouses, is so low that many employees receive government assistance. The working conditions are dangerous and dehumanizing. “Amazon has patented a system that would put workers in a cage, on top of a robot,” read the headline in last week’s Seattle Times. And it’s not so great for the white collar workers either. “Nearly every person I worked with, I saw cry at their desk,” one employee in books marketing told The New York Times back in 2015.

“The majority of the early childhood educators in the US are already very poorly paid; many preschools have incredibly high turnover rates. As research has demonstrated that preschool has a lasting positive effect on children’s educational attainment, there have been efforts to “raise the standards,” demanding for example that preschools be staffed by more qualified teachers. But that demand for more training and certification hasn’t brought with it better pay or benefits. The median pay for preschool teachers, according to the Bureau of Labor Statistics, is less than $30,000 a year. Even those with Bachelor’s degrees earn only about $14.70 an hour, about half of the average wages for all those with the same level of education.

“This is a field in which a third of employees already qualify for government assistance. And now Jeff Bezos, a man whose own workers also rely on these same anti-poverty programs, wants to step in – not as a taxpayer, oh no, but as a philanthropist. Honestly, he could have a more positive impact here by just giving those workers a raise. (Or, you know, by paying taxes.)”

Sadly, there will be parents who will get in line to have their children treated like Amazon customers, as there are parents who sign their children up for harsh and punitive “no-excuses” charters.