Ok! But why is that bad? Unity3d is lock-in. Flash was lock-in. Hell, writing your own engine is lock-in, because rewriting that chunk of technology is so time consuming it could easily bankrupt a smaller game company.

Of course Amazon wants lock-in. It's what they're selling. But we all make decisions about who we want to be married to and to what degree we want an open marriage. All of us in the game (et al) industry are "locked in" in many ways.