Amazon and "The OC"

Apparently Amazon is dipping its toes into product placement... but in a very subtle way, for their search engine, A9. On the show, According to the folks at SiliconBeat,  "one of the show's high school characters uses A9.com as a verb..."

That's right, the show said something akin to "I A9.com'd him"....

I'm not exactly a fan of the show, and if the usage above is any indication of quality... I won't be watching it anytime soon.

Update!: CNET has an article up on this very subject, and says Amazon "did not pay to have its name mentioned." Wow... then it must mean that the writing staff is even MORE out of touch than we previously thought.