Exactly. They aren't giving users real choice. If Apple's payment system (or any other part of their platform) is really superior, why not let users choose and

Exactly. They aren't giving users real choice. If Apple's payment system (or any other part of their platform) is really superior, why not let users choose and make up their own minds? Because they want to make it painful or impossible to switch and they don't want their platform to be considered a commodity reader for Amazon's content.