I've wondered about this, if it is kinda like coke commercials or car commercials. These ads aren't actually trying to sell you anything, at least directly.

It is easiest to understand it with coke. It is so prolific that people say "coke" instead of "soda". That we have "is Pepsi okay?" as a joke. Instead what these ads to is make you feel good for your choice in coke. Not to convince you to buy it, per say, but so that when you do buy it you get an extra kick from those sweet endorphins.

So is Amazon trying something similar? Perhaps the opposite? As in "Hummm... maybe I could have gotten a better one", causing you to return and replace (or just flat out replace). But that might be a weird strategy.