Amazon has a new button. This button, built into the new Kindle Fire HDX's software, summons a real, live human being (support technician) to your tablet over video chat, day or night, any day of the year, for whatever reason you want. It's positively absurd, in scope (and, likely, practice). And it's something that only Amazon could pull off.
This is a crazy new way to do tech support. Basically, Mayday is a button in the settings of the new Kindle Fire HDX that summons a live video chat with a support technician right onto your tablet's screen, in about 15 seconds. From there, they can answer any questions you have, and even draw on your screen to help you find stuff, or if you allow them, even interact with the software. For example, they could pop into your videos tab to show you how a new feature works.