I'm going to get downvoted for this, but this video is hilarious when you imagine they're trying out some sort of sex toy attachment. Just watch it again with that in mind.
I kind of suspect Amazon knew this when they were making it.
Remember their free-publicity drones segment on 60 minutes that made Amazon Prime go apeshit right before Black Friday? They've got a very clever marketing department.
Furthermore, this is exactly the kind of thing that would
(a) Drive traffic that otherwise wouldn't care to a promo for a video about another goddamn smartphone
(b) Convince whoever watches it, even if purely for entertainment value, that this is a totally different phone and worth paying attention to (like the opposite of when I keep ignoring Samsung or whoever's "THE NEXT BIG THING" every two months...yeah, whatever, the screen is a different size or something)
If they just announced "we're making a smartphone guys - here's a video!" it wouldn't be nearly as huge. I wouldn't be surprised if this gets on the front page of reddit purely because it's hilarious when you misinterpret it.