Amazon web services has published more and more items based on the ideas of virtualization and utility computing. It seems that Amazon will virtualize every piece of IT and make them as utility services: from storage (Amazon Simple Storage Service (Amazon S3)) to messaging bus (Amazon Simple Queue Service (Amazon SQS)) to application hosting (Amazon Elastic Compute Cloud (Amazon EC2)). Even the human resource is virtulized into Amazon Mechanical Turk as "Artificial Artificial Intelligence". The idea is really interesting and crazy. I find reward prices for most jobs in the "Artificial Artificial Intelligence" machine are ridiculous. It is just a test now, but may become popular in the future because of divers human resource markets in the world.
The concepts of virtulization and utility computing have been around for couples of years, Amazon does a great job to realize them in B2C market.