Say that there are to different waiting times 1s and 3s, and they happen with probability 50% each. The average waiting time (1/2 1+1/2 3) is 2s. However, 75% of the time we are waiting on a 3s event and only 25% on a 1s event. The weighted average is 2.5s. E[X^2]=1/2 1+1/2 9=5(s^2) is not the right answer, it still has to be divided by E[X]=2(s) to get the correct answer.
So.. apply that to Amazon design heuristics like author name search on books, and how Amazon return "in the style of" and "not a book but this guy called Charles Dickens makes jigsaws" as high order matches and consider how the end user experience weights to the pessimal yet Amazon can show on average they make more money doing this..
(Understood that engineers and AWS don't influence UX in the storefront or search)