It's kind of like a grocery store eliminating the name brand items that compete with the store brand. In this case, the store brand (aka Amazon Instant Video), isn't that interesting to me. I might be willing to consider Amazon Instant Video if they made it available on Chromecast. I'm not sure I'd use it even if they gave me an Amazon branded streaming device. I like the simplicity of my Chromecast, and it serves me well.