I think Cloud drive/player was in part an aggressive move against bitlocker licensing; the labels didn't allow multiple download licenses and Amazon launched th

I think Cloud drive/player was in part an aggressive move against bitlocker licensing; the labels didn't allow multiple download licenses and Amazon launched this and claimed a purchase was a single download into your personal locker and future downloads were from your personal space, effectively skirting the issue. I believe they later negotiated licenses but they were probably operating from a stronger position at that point.