Exactly. I've ordered from Amazon more than 700 times in the last 5 years. I usually start my product search on Amazon, and if they have what I need and the price seems reasonable, I often won't even check NewEgg, Ebay, Google shopping, etc.

Intentionally reduce your selection for customer-hostile reasons like this and I probably move some of my product search traffic to start with Google shopping, which is bound to cost them more than what they make from the incremental video rental I might make. It's not like I'm not going to have multiple Apple TVs in my house anyway...