More often than you think, actually. ".me" is having a lot of use, along with some dot coms adopting weird URL's to shorten their default ones for share links.....
This ^ is actually the problem. The whole "me" attitude. A corporate identity wants a domain because they think it will further their business. Some countries want to focus domains on what is important to them. Frankly the Amazon rainforest is of much more importance to the health of our world than the company could ever be. And anyone who wants to promote that domain in the interest of protecting this world we live on has my blessing.
What we really should focus on is what is best for .us. But, the US has that domain. Still, the sentiment remains.
Amazon, and other business entities can continue raking in their fortunes without these gTLDs. They're already doing it, they're (in my opinion) only being protective so someone else doesn't grab something that would lead to confusion between their brand and another.
One day, people will just not care about such things. They'll be too busy just trying to survive. Might be sooner, might be much, much later (way later!) My bet is on sooner, we do a good job of screwing things up in the name of profit and then move on once we go bankrupt, another company picks up the assets and not the liabilities, and continues onward. Bhopal anyone!
Yeah a bit rambling, but all important things to think about.