[Prospective] After the search engine, Amazon goes to weblogs

Amazon is still enlarging (this is no spam), after A9, it now goes to weblogs! It is called plog and is a bit different:

The Plog™ Service is a personalized blog. A blog is a straightforward and now widely adopted method of posting a reverse chronological diary on the Internet.(...) Your Amazon.com Plog is a diary of events that will enhance your shopping experience, helping you discover products that have just been released, track changes to your orders, and many other things. Just like a blog, your Plog is sorted in reverse chronological order. When we think we have something interesting or important to tell you, we'll post it to your Plog.

A Plog to "enhance your shopping experience, it sounds a bit weird... Especially the fact that THEY can post on YOUR blog. Well amazon is converting the bottom-up experience of blogs into a top-down experience... They just define blogs by saying that the cornerstone is the reverse chronological order which is crazy. That shows how people retain critical features from a phenomenon ! Especially companies. I am not against the plog project but the connection with blogs is so tiny that I think it's irrelevant.