Same here; the folks at the store didn't even realize they were able to sell it on the day I bought. I don't use Bixby, but would really be happy if the button could be re-purposed without running a specialized app to do that. I think that extra button would have been much more helpful to Samsung's customers if they allowed it to be set and re-set by the phone owner. I'd really like to be able to set the button to an app that I might need in a hurry, but want to start discretely, e.g. an audio recorder to record instructions, directions, or discussions.