Amazon is pursuing something called Amazon Key, which lets its couriers unlock Prime customers' doors and deliver packages. It's pairing the service, which it plans to make available in 37 cities next month, with a camera so users will have intelligence inside and outside their homes, presumably boosting trust and lowering creepiness.
I think we've seen a lot of examples of giving a name its own definition in the dot-com world. Amazon, Google, Yahoo - these are names we never would have dreamed major corporations would choose.
The main thing that's important to me is getting to do whatever project it is the way that I do what I do, and that's different. To go to an entity - whether it's a traditional film studio or some newer company, or HBO, Amazon or Netflix - they would have to know that I need to work the way I work.