Amazon Video on Demand for BRAVIA Internet Video Link open for business?

Amazon's latest video delivery service is apparently live for Sony Bravia Internet Video Link-equipped customers. A reader reports that after a rather low key system message and reboot the Amazon Video on Demand logo added itself to his streaming options, joining YouTube and other providers available since the $299 add-on launched back in April. Amazon's website still lists shows it as being in beta, but they're probably just too busy with Home or those HD TiVo downloads to bother dropping a line. Anyone else noticing a new option on the XMB lately?

[Thanks, Jared]