RSS at Nordstrom?

So – I was looking for kate spade at Nordstrom. I typed kate spade into the search box and on the search results page there it was – the orange icon! I can find out everything I always wanted to know about kate at Nordstrom in my RSS reader.

Let me know if you know of other unique applications using RSS. What an advertising plan. Every time I open my reader, there is the Nordstrom name! Of course, bloggers have been using RSS for some time and news organizations are on board. But retail? Clever. Unless I just never noticed it before. But how can one miss the orange icon?