You're right that I jumped to a conclusion, and it's possible I'm wrong.

One thing that is structurally certain though: Amazon and other major corporations have almost unlimited time and direct incentives to find reasons to justify this point of view, while the people whose interests are being potentially being harmed (all Amazon customers) don't have much concentrated resources or focused, actionable incentives at the individual actor level to put together the counter case. I think it's incredibly important keep this asymmetry in mind before dismissing a take like Godin's in favor of Amazon friendly talking points.