Amazon sells hundreds of other media playing devices that offer streaming video that directly competes with their hardware, and those devices play streams that directly compete with their service. I think customer confusion is indeed accurate, because I've been considering purchasing a streaming media player to show primarily Amazon Prime video & Netflix. Until reading this article, Chromecast and Appletv were near the top of my list, and I would've been really irritated if I had purchased and they didn't play Amazon video. I would then return the device, which costs Amazon money, and results in a poor customer experience. Nearly every other media device supports Amazon video, so it seems to me that Google and Apple are the ones who are choosing not to support a competitor.