News title : "Amazon on Fire!" and everyone thought Amazon's sales have surged due to some reason, or it's services are down or something.
Of-course it was referring to Amazon-the south american jungle. But the power of branding, who still thinks of the jungle when he hears the word Amazon?
I believe the news reporter intentionally created that misleading title so as to grab attention, and he knew what others will think of, on reading it first. :V