I guess I phrased that poorly. What I was trying to convey was that by horizontally scaling (like a comment in this thread said), Amazon, like Apple can create

I guess I phrased that poorly. What I was trying to convey was that by horizontally scaling (like a comment in this thread said), Amazon, like Apple can create this ecosystem in which they provide consumers an incentive to be a part of and stay within it. Essentially, they're making Prime look better (which is not a problem), but once they have these customers using these Prime services, it'll be hard for them to change (similar to how people who own MacBooks lean a little bit toward buying an iPhone for the ecosystem integration), essentially "locking" them within the Prime ecosystem, giving them control over pricing and other parameters. At first glance, buying Boost doesn't sound like a bad option, but by horizontally scaling their ecosystem, they get better control over pricing since they make a nice ecosystem of products for their customers to use.