Until the last two paragraphs, I didn't read this as an argument that Amazon should voluntarily pay more -- rather that the loopholes allowing Amazon (and their competitors) to do this should be closed. That's the stronger case.

Still, I think it's legitimate for Stross to call out Amazon for special attention, and leadership, given their size and emblematic association with cross-state e-commerce. Amazon gets the largest advantage from the current loopholes; if and when they relent in their opposition, the issue can be resolved in a way that treats all businesses equally.

So despite the ostensible call at the end for Amazon to unilaterally start collecting sales taxes, it's still really an argument for updated treatment of all such businesses.