WalMart has asked a Data-Warehousing service (via its customer) to please not do what it does - data-warehouse internal information about sales, revenue, etc - on their retail-competitor's servers. Data which could give Amazon sensitive inside information on WalMart's operations and financials..
I dono if they've made other less-reasonable requests, but the example provided in the article is completely reasonable.
I always find it a ironic when I've interacted with startups which have a plan to bring some disruptive thing to market that potentially competes with Amazon or Google, and yet route all their data and communication through these platforms. :)