How many customers did Amazon lose this weekend that will likely never hear that this was a hack? He directly and irreparably harmed the reputation of a company, how is this victimless at all?
While I admire the guile and technical reasoning required to pull this off, it's high time the community at large stop admiring this type of crap.
Authors of the books in question lost real money. It doesn't matter how much. Amazon lost credibility from all sides.
There is a difference between screaming that the Emperor has no clothes and stealing his wallet.