I used the self-checkout at an Apple Store once and it felt *really* weird, like I was shoplifting.
I felt the same way when I tried the Apple Store self-checkout. It felt like I was sneaking around, like no one was supposed to notice me, and I was getting away with something.
Amazon seems to be combatting this in an interesting way: requiring check-in with the Amazon Go app upon entry.
This, I suspect, will help people feel more comfortable about walking out of the store without “paying”. You checked in when you arrived. Everything’s good. You can confidently leave and not feel like a shifty criminal who just pulled a fast-one.