Banks have counterparty risk in the way that robot vacuum companies don't. Letting the banks go bankrupt would have destroyed a lot of perfectly viable businesses among their customers.

The cloud companies will count as TBTF too for the same reason. Although it's harder to see how Amazon might get into a "we'll have to switch the datacenters off tomorrow unless we get bailed out" financial position", since it's easier for them to trade as a going concern, if there was a risk of that happening they would definitely get a bailout.

Also, remember that the bailouts were in almost all cases loans.