3. You can walk into an Apple store and buy a phone without looking at their PCs, tablets, wall of accessories, etc. Apple cannot force you to look at everything else in their store.
Similarly, Amazon cannot force you to render the content they deliver to you. They can absolutely control access to their content, but they cannot control if you actually see the content they are delivering to you.
What if you had to sit through a presentation of their cool products before you can see the product?
Or imagine, showing you short movie clips (call it trailers) before they show you the movie you paid to watch?