If by "these companies" you mean the third party suppliers, then sure, but Amazon obviously loses business when a customer can't trust the branded microphone cylinder they bought to place the desired order for them and make the program profitable. This is especially evident in the failure of Amazon's bid over the past decade to replace the big box supermarkets and grocers: clearly customers aren't pleased enough with the service quality to select it over physically picking their "essential goods" themselves, even when their probable prime subscription partially went to setting the system up. What good does Amazon get in hamstringing its own ability to acquire new markets in exchange for enriching someone else? The argument that they've arrived here out of some rational, intentional economic calculation that they can but choose not to change is clearly penny wise but pound foolish.