They're not completely unenforceable in California. And the company can make your life miserable by suing you because you have to hire and pay the lawyer to win the case.
However, you generally have to be someone at this guy's level before non-competes can even have a chance of being enforceable. And there are lots of weird restrictions--you have to have access to data that would be damaging to the business, the lockout time needs to be relatively short, probably has to be in your contract before signing, etc.
This is the part that I can not understand about United States. How is this even allowed? It is literally bullying someone to submit, even if what you do is illegal.
One of the main reasons I choose to immigrate to EU instead of US
The problem in the US is that judges don't throw around the "this was pretty obviously frivolous and you lost so you have to pay for the court costs" card anywhere nearly enough.
Another problem is that the lawyer doesn't share in the penalty even when it gets applied.
A final problem is that the lawyers and judge are all buddies and see each other for lots of cases, so they're unwilling to actually slap each other when one of them is being stupid.
But, that is not going to happen obviously.
If non-competes are truly as strategically necessary as Amazon says they are, why on earth would they hire such a senior executive in a jurisdiction that wouldn't uphold them?