Consumers like dip because it lets them layer additional flavor on food, say restaurants.

WSJ: What Tastes Like Chicken But Dips Like Chips?

Even though it lets them make cars that guzzle more gas, they say they support it for the sake of reducing Americans' gas consumption.

NPR: 'Flex-Fuel' Concept Fails to Deliver on Potential

Thus, consumers who visit, say, StarChefs.com to check out recipes from celebrity chefs can click a button that lets them order cookbooks from Amazon.

FORBES: Does Amazon.com really matter?