Does anyone have more details about Amazon's policy of not talking directly about competitors? It seems to be an interesting approach, but I don't think this i

Does anyone have more details about Amazon's policy of not talking directly about competitors? It seems to be an interesting approach, but I don't think this is the whole picture. I am thinking of two situations where I am wondering how that would work: * small niched vs a big player that is present and known on the whole market * small business "competing" with another small startup for the same market (eg posterous vs tumblr)