Now that's a nice acronym! I think Amazon have skilled people in charge of marketing. They make their announcements feel exciting but not too "markety".
On the one hand, you're totally right about the annoucements. On the other hand, the names they give their AWS products are pretty mystifying. AWS Snowball?
AWS Snowball is a play on AWS Glacier. Glacier is the slow moving practically frozen storage system. Snowball takes the same stuff and hurls it rapidly to a destination. Pretty slick.