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My girlfriend and I were reading the Shakespeare play "The Merry Wives of Windsor" outloud (don't draw any conclusions from that or anything), and we came across these lines that jumped out at me:
"Lust is but a bloody fire,
Kindled with unchaste desire,
Fed in heart, whose flames aspire
As thoughts do blow them, higher and higher."
I think this was Amazon's real inspiration for the name.
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