I too think this is an advertising play. Amazon is really building an advertising and tracking ecosystem with it's store, it's tablets(and maybe smartphones) a

I too think this is an advertising play. Amazon is really building an advertising and tracking ecosystem with it's store, it's tablets(and maybe smartphones) and it's tracked browser, it's video service and it's groupon clone and now this social game. Online direct advertising is great but: Online advertising haven't had much success in brand advertising. having control of a big advertising ecosystem together with complete knowledge of the consumer in store behavior lets you measure the long term connection between a highly targeted ad and in-store behavior later on. Basically solving online brand advertising. Having such a huge advantage could be a powerful weapon for amazon against brick and mortar stores.