I definitely agree with this. It looks very good on paper but the implementation is often just as difficult as developing your own groundstation. I used to work in mission operations at a small commercial satellite company and we looked at using a service such as the one Amazon is expecting to provide still required installing additional satcom modems and equipment at the groundstation.

That said, there was significant difficulty in getting a dedicated groundstation due to real estate and licensing issues. So I think that it is still an attractive option for those who may not be able to furnish their own ground station depending on the constraints of the mission.