It doesn't take a rocket scientist to figure out that a business who's biggest customers are the general public (amazon.com) and techies (AWS) stands to lose a heck of a lot if it develops a brand image as big brother's right hand. Then there's the whole politics/regulation situation, do you really want to risk becoming the poster child for why the tech giants should be broken up? Amazon's facial recognition business is minuscule, why wouldn't they kill it to save face?