It's not only about non-prime-customers either. I am a prime customer, but I don't use the video streaming, because amazon is a retailer for me. I go there to buy stuff and I use prime to buy stuff cheaper (and more). It's bad enough that they actually force me to buy the video streaming if I want the cheap and convenient buying (which, incidentally, is such a turnoff, that I won't be a prime customer in the future which will pretty much kill my amazon buying habbit).