It states that right near the beginning of the article.

I'm cynical in a different way, though. I see this article as the sort of turgid content that dominates tech media: Take some product or behavior that's new, act like it's scary and milk some content out of it. The title itself is simply ridiculous -- the regrets seem to be that the product is exactly what it is held as.

It isn't for me. For some people heavily invested in the Amazon ecosystem it might be a fine compromise.