The "non-competitive" thing they're doing with AWS is using it as a profit center so they can do anti-competitive things with all of their other businesses. If

The "non-competitive" thing they're doing with AWS is using it as a profit center so they can do anti-competitive things with all of their other businesses. If they weren't making so much money on AWS, they wouldn't be able to squeeze Netflix or other retailers as effectively. It's not to say it's entirely rational to boycott AWS like this, but I can understand the origin of it, and it's not like you can easily say no to a Walmart if you're some SaaS startup and they're offering you a massive contract if you can get off of AWS.