I think that is a really cool feature and I would like to elaborate on the signigicance I see to it. Amazon is in the process of becoming the webservices company of the internet. I live in Seattle and am in the software industry. I actually interviewed for an internship there a while back.
Anyhow they hope to make it easier for other companies to use these to link to their site. That webservice is what is utilized in the paperclick demos for books although paperclick is a much more flexible platform.
As far as having that included in the OS. Neomedia patents only extend to mobile devices so linking barcodes and RFID to cell phones. So using the web interface in the OS doesn't actually benefit NEOM in the immediate term, but the use of this application gives people exposure to the application and they will probably want to use it on their mobiles.
So there is my two cents. I wouldn't read too much into that feature being there because its in a separate domain but it does show that many people are recognizing the usefulness of the application.
Have a Great Sunday,
Brian
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