This article first appeared on GuruFocus.

Amazon (AMZN, Financials) found itself in an unexpected storm this week not over sales or cloud revenue, but over James Bond.

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Fans noticed that the company had edited classic Bond film posters on Prime Video, removing the guns from the secret agent’s hands in titles like Dr. No and GoldenEye. The reaction was immediate and loud. Social media filled with memes including one where Pierce Brosnan’s Bond held a sandwich instead of a pistol and accusations that Amazon was sanitizing a cultural icon.

One longtime Bond fan called the move nothing less than cultural vandalism. Within days, Amazon quietly put the original artwork back online.

The controversy hit during an otherwise busy week for the company. Rob Williams, Amazon’s vice president of devices, announced his retirement just after showing off a new wave of Alexa products. The company also confirmed it’s folding its Alexa Smart Vehicle team into the broader Alexa division as part of an internal reorganization.

For Amazon, the Bond backlash was small in business terms but big in symbolism a reminder that even a minor design change can spark a global reaction when it touches something as iconic as 007.