That argument would be a lot more convincing if the Dash actually displayed results from a lot of places, not just Amazon. What if I want to search the Web? What if I want to search my social networking services? What if I want to look up directions to a location? What if I want to look up a word in a dictionary? (Remember, Ubuntu is popular in schools in some countries.)
Shopping is just one of the many, many things that people want from their computers. Generally speaking, when I'm looking for something on the Internet, Amazon is seldom the first place where I go look for it.
If you really want to turn the Dash into the ultimate "give me X" experience, at least add Google, Twitter, and Wikipedia to the list. That would make a nice replacement for Firefox's search bar. It might even increase your affiliate revenue. You might also consider providing an API so that third-parties such as DuckDuckGo can develop and distribute their own search integration add-ons. (Extra points if you can correctly guess whether I'm looking for web search results or shopping results at any given time.)
> We are not telling Amazon what you are searching for. Your anonymity is preserved because we handle the query on your behalf. Don’t trust us? Erm, we have root. You do trust us with your data already.
That statement sounds suspiciously like the other Mark that we all know and love/hate. You know, the guy who is trying his damnedest to make privacy obsolete.