Thought it was already big?
I've seen reports of people going on there accounts and seeing that they have a order of a replacement and they claim they never contacted Amazon and it turns out someone just randomly founded his Name, Email, Address and with that info he got all the order numbers from the victim account and than contacted Amazon for a replacement and a change of delivering address.
I would say once you're into this, it will be hard to get out as we are talking about free shit, who wouldn't want some free shit?