You're implicitly assuming that Amazon does a bad job of implementing the front end. If the goal is to get even a tenth of FB users to be paying EC2 customers,

You're implicitly assuming that Amazon does a bad job of implementing the front end. If the goal is to get even a tenth of FB users to be paying EC2 customers, they can probably spare a couple of UX developers to give it a easy-as-a-ios-app interface.