Jeff Bezos is a brilliant man and a remarkable marketer. He realizes that in the wake of Steve Jobs' death, the role of technologist-in-chief is up for grabs. And while Google is offering us Glass and Facebook and Twitter are aggregating our friends and followers, Amazon is appealing to a different felt need—for speed. By turning 60 Minutes into a platform to announce "drone delivery," Bezos shifted the news cycle towards Amazon on the same day that Christians have traditionally initiated Advent. While people of faith were shifting into a season of waiting and anticipation, Amazon offered the promise of "Prime Air" that could go above and beyond UPS or Federal Express to deliver our choices in an even faster, more convenient manner—via octocopters.

It doesn't really matter when this innovation will arrive. By getting us talking and thinking about the virtues of Amazon's delivery methods, Bezos enjoyed a miraculous public relations coup. On the eve of Cyber Monday, social media was already ...