Amazon isn't a warehouse company, it's a retail company. Actually it's an IAAS company. Soon it may be an advertising company.

And that's exactly why this isn't as cut and dry as it seems. Fintech is definitely more tech than fin. They are just taking the big tech models, and applying them to finance. They are tech companies that happen to sell financial products. Taxing that differently than a tech company that happens to sell database products makes little sense.