Perhaps because Netflix figured out that if there's even a whiff of impropriety on the part of Amazon, and it gets out, Amazon will lose a ton of other business. Because if they'll screw Netflix, they'll screw you, too, if you're seen as a competitor.

That's just a guess, of course, but it's also why I think Target could be over-reacting a bit.

Netflix is in a interesting situation. They're like whole foods right now. Someone out there with a lot of money will eventually gobble them up, the question is who, will it be amazon, apple, or some chinese company. Only time will tell. I don't think Netflix will go the way of Blockbuster because their integration into the television market is so high, on so many box appliances connected to so many televisions without reliance directly on cable television. If netflix tomorrow ran into issues with aws, they'd switch in a heart beat to IBM's SoftLayer, or Google Cloud, they're not worried, I'm sure by now their entire stack is agnostic to aws, and they're prepared to move if the event ever occurs. Just a educated guess.