Trending: Lessons from the Bushmen: How this tech-free society could foreshadow our technological future

Forget the Kiss Cam. In Canada, they’re going for the Kiss-Up, eh?

Fans at the Canadian Tire Centre in Ottawa, Ontario, went to see an NHL hockey game between the hometown Senators and the visiting Canucks from Vancouver, B.C., on Tuesday night.

By the 13:47 mark of the second period, they were being asked to cheer against not only Vancouver, but Calgary, Edmonton and Toronto, too, as the video screen above the ice urged fans to “Make noise for Amazon.”

In the contest to become home to the Seattle-based tech giant’s second North American headquarters, Canada’s national sport takes second billing (however briefly) to the sport of luring high-paying jobs.

The guy who tweeted the photo, @Jyrki21, admitted to being named after Finnish hockey star Jyrki Lumme, who spent most of his NHL career with the Canucks. Because Canada.

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