This is all about Amazon. They wanted to create an a popular android clone, but are held back by the fact by the restrictive licensing restrictions that Google puts on app software developers and hardware manufactures. Want to built hardware that can load the play store, than you can't build hardware that uses any other android store. Want to pre-load the maps app? Than it must come with google play services which requires the play store. Basically, Google is forcing everyone to accept itself as the middle man for apps.
WSJ had an interesting article last year about the restrictive licensing that Google is forcing android developers and hardware makers to sign/implement -- it essentially kills any chance of clones like the Amazon fire from succeeding.
So, yeah, we're back to 1990.....Only this time, Microsoft -> Google, Netscape -> Amazon, Internet Explorer -> Google Play Store or any of the major google android apps.