Consumers shouldn't have to tolerate paying that kind of money for something that is largely crippled during service outages on the biggest holiday in the world due to something as easily achievable as a DDoS attack. It's a big problem that could translate to almost any "connected" service.

In an ideal world they shouldn't but this world is far from ideal. There is no silver bullet to DDOS attacks, if there were you can bet companies would be using it.