Amazon's three-ad series for the Kindle Fire HDX's Mayday button, which allows a one-way video chat between users and Amazon experts who can troubleshoot problems, feels like the start of a romantic comedy. Not because it's funny or cute, but more because it's absurdly unrealistic. Anyone half as photogenic as Amy would quit that job before lunch, and the average customer is even more creepy and/or unpleasant than this guy. And where is she calling in from, anyway? Her office looks like the cityscape from the Bourne Identity movies.