FORTUNE — Has Mitt Romney unwittingly boosted the binder industry? It’s hard to know the effect on sales, but lots of people have been drawn to an Amazon page for the “Avery Durable View Binder with 2 Inch EZ-Turn Ring.” Since Romney’s comments during Tuesday’s presidential debate about how as governor of Massachusetts he was given a “binder full of women” to choose among for top state jobs, binders have become the meme of the week. (Romney’s story has been thrown into doubt.)
That meme has spread to the Amazon
page, where “reviewers” have been weighing in. There are nearly 500 reviews for the product, unusually high for a binder. “I don’t want to be filed away in an inferior & confusing electronic doohickey that I couldn’t possibly understand,” wrote one who gave the binder five stars. “Or heaven forbid, have a man ask for & listen to my ideas! I’d much rather rely on this top of the line, 1980s style, Avery Durable binder. It’s the choice America can trust.” Nearly 6,000 people voted that review “helpful.”
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“Not as useful as the Trap Her, Keep Her,” wrote another reviewer, who gave the Avery product just two stars. Probably a Democrat.
There’s little doubt that this particular binder is getting more attention — and possibly sales — than ever before, but Avery has decided stay quiet and to let the meme do its work. “We graciously decline to comment,” a spokeswoman said.
If Romney’s not careful, he might find himself subject to charges that he’s in the pocket of Big Binder. Wall Street, though, doesn’t seem impressed. Shares in binder-maker Avery Dennison
were down slightly at midday.