Not true. Amazon can still have an app on Apple TV, and Apple won't get a cut, if Amazon sells subscriptions through their website instead of the app. That's what they're already doing on iOS at least.
> And lastly lets not forget that a Fire TV stick costs 40$....
This is the problem, not the solution. Nobody wants one device per service. I don't want an Apple TV for Apple stuff, a Fire stick for Amazon, a Roku for something else, and so on. It's annoying, and my TV doesn't have that many HDMI ports.