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Amazon uses imaginary press releases and requires engineers building products like the Echo to 'have backbone' (AMZN)

Amazon's voice-controlled speaker Echo, along with the Alexa software that powers the device, have turned into a surprise hit for the company. Some analysts believe the Echo will bring in another $11 billion of revenue for Amazon by 2020, between sales of the device itself and all the extra stuff people will buy from Amazon using the Echo. And it all started with a fake, pretend "aspirational" press release, said Mike George, vice president of Amazon Echo, at the Churchill Club annual award ceremony when accepting its "Magical Team" award last week.
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