How about we just enforce the law that already exists. You completely missed where I said outlawing aggregated storefronts, and just went to a straw man argument I didn't make. Netflix making their own content and being a distributor is against vertical integration laws, it's just not being enforced. Microsoft selling their own product isn't an issue. Amazon/AWS/Kindle publishing should be forcibly broken up. Amazon controls the entire vertical it's a monopoly that positions it's own products at an advantage. The Microsoft store controlling the only access to Windows would be a problem.
Your AWS example falls flat on it's face the product you're still buying is hosting, not an Elastic license. That's like suggesting because a television comes with a free soundbar it's illegal. No one is suggesting that. Stop using the slippery slope against common sense policies that would prevent the market concentrating on the hands of a few gatekeepers.