Well, I wouldn't and don't—Amazon's for kitchen tools and mp3s and the occasional used CD. But they're also an invaluable search and reference utility, especially with the Search Inside This Book feature, and they're one of the only booksellers thinking seriously about the future of text with things like the Kindle. Even if I don't buy my tomes from 'em, the fact that they would do something like this still impacts me hugely.