How does an extra click help the customer? Unless the customer used to work at Amazon and specifically knows that "see all buying options" means "scour the internet to find a better price, it should be easy this time".
They aren't hiding the better priced items behind an extra click, they are hiding the worse priced items. If you buy something listed in the "see all buying options" it means that you are spending more than you have to, as you will likely be able to find it for less elsewhere, whereas the normally presented items are the ones Amazon is selling for the same or less than elsewhere.
