Amazon has the market power, legal strength, and willingness to run at a loss indefinitely, as well as the regulatory capture and connections to ensure they cannot be fairly investigated.

So if I want to ensure my software is used maximally, by the people who need or want it most, I need to ensure there isn't a "gravity distorting player" taking my project and white labeling it to push out all the other people.

The AGPL gets closer, but still doesn't go far enough in defining "modifications to the software" or linking, IMO.