I think that Amazon's marketing for this is horrible, reminds me of XBox' failed marketing around their online-only plan for XBox One game purchases [1].
But really all they've done is built AirTags as a platform rather than an application, e.g. Tile is supported by Amazon's new platform.
I don't want to give random people with random apps any amount of arbitrary bandwidth; I'd rather that users of the Sidewalk platform would have to register app specific message types publicly (to ensure transparency) and with Amazon (who should enforce message type and payload restrictions).
[1] https://arstechnica.com/gaming/2013/06/xbox-one-eighty-micro...