read it right.
The reason? Because it is just the time when most think it is not. Sound too simple or simplistic? you want a more sophisticated and well thought out reason?
Take your pick because there will be reasons to buy. Just pick one and be happy.
The Amazon effect do not happen just because they say they are interested in doing something. They have said so many things that have affected momentarily the stock of others. But then it is not that simple.