It echoes their decision to not carry the AppleTV, and to direct searches for AppleTVs to the FireTV. It's arrogant and customer-hostile. And ultimately, the

It echoes their decision to not carry the AppleTV, and to direct searches for AppleTVs to the FireTV. It's arrogant and customer-hostile. And ultimately, the result in my case was that I had a perfectly pleasant buying experience with Apple.