So cool, yet so frightening

Amazon's new A9 search tool has an absolutely cool interface. Your text and image searches show up side by side, and you can turn various panels on and off like books of course, and movies, etc. It's fast, works like a charm in Mozilla Firefox, and has all sorts of personalization possibilities I haven't even explored yet.

The bad news? You sign in with your Amazon.com password. I know, privacy on the net is fiction, but this is just so blatant in the way it ties your search behavior to your purchase profile. Everyone else does this with tracking cookies of course, but this just seems so explicit. I guess that's a good thing to be above-board about it. But will I ever get used to it?