Angry Birds Rio: Most confusing cross-promotion ever?

So the very popular cellphone game Angry Birds is coming out with a sequel/more episodes/however you want to call it, called "Angry Birds Rio".

But you won't be able to buy it in the Android Marketplace or in the iPhone app store. It is being launched exclusively for Android in the Amazon Appstore.

Oh wait, but the Amazon Appstore doesn't exist yet. It is co-launching with Angry Birds Rio. Which is probably a good idea, because otherwise nobody fucking cares (it's like launching your video game platform at the same time as the first "killer app" -- the failure to do so being a big problem for Playstation 3 initially, for example). But it still adds to the confusion.

And then the title turns out to be a reference to the upcoming animated movie Rio. So the whole game is a product tie-in for a completely different product.

Weird.