I agree. The intent is noble, but this headline makes Amazon look like the bad guy for disapproving unauthorized use of one of their domains, which is quite reasonable.
This might be the only possible outcome given a corporation's legal responsibilities to its shareholders etc, I don't know all that well enough, but I think it's still justified to lower my opinion of Google and Amazon because of this.
Personally this weakens my view a little, but is not enough to change it substantially.
EDIT: Not supported by Cloudflare.
It is of course up to Amazon what their servers then do when presented with such a connection, in particular whether they ensure the Host: header later presented matches the SNI data.