Other times it just makes me go (o_O)
Sometimes it does both at once.
Today I was searching for a book I'd had recommended to me by shoebox_bird some four years ago; I couldn't precisely remember the title, but I thought it was something like "Bugs, Brains, and Traffic Jams" (about swarm intelligence).
Now Amazon gets massive points for the first result being the book I was looking for (actually titled "Turtles, Termites, and Traffic Jams"). The second result, though, was "The New Feminine Brain: How Women Can Develop their Inner Strengths, Genius, and Intuition."
I wonder if they're comparing women more to bugs or to traffic jams.