If you know something gets searched a lot, you use it to your advantage. I think Amazon is taking advantage of a popular search. Just like some of the companies/people that have hidden things in their sites... there was one company (Ingersoll Lockwood?) in DC that would hide different Q things or sayings in their site if you poked around. Everyone flocked to their site to see what they had hidden. The current debt clock that everyone is fawning over is another example. It gets people clicking and finding you. I think all these "Q" things and references are just riding a wave.