Amazon adds discussion forums

In checking the Amazon link for the Ajax book I discovered that Amazon has apparently added discussion forums to all of their book pages. Talk about "marketing being a conversation." I already viewed the reviews as the most useful part of Amazon. I never make a serious purchase without checking Amazon's user reviews, even if I don't plan on buying from Amazon. A quick check of other categories only shows the discussion forums on books, but I'm sure they will spread through the site. Amazon was an early pioneer in user generated content, and this is a great next step.