The Amazing Amazon Mechanical Turk

OK, so I may be well behind the times, but I still found this rather amazing when I came across it. Not so much for what it is - a version of Google Answers - but for the fact that Amazon is doing it.

Google I can understand: its Answers service is reaching the parts its other searches cannot - a complement to the main engine (albeit a tacit admission of defeat on Google's part: resorting to wetware, whatever next?). But Amazon? What has a people-generated answer service got to do with selling things? Come on Jeff, focus.

Cool name, though.