He asked for probably very close to the most he could get without a counteroffer. Most likely Amazon's lawyers are full-time and don't bill by the hour, but they have better things to do than send letters back and forth three times before finally agreeing to pay the guy $200 or $300 or whatever.

That said, it is kind of bad etiquette to rub it in someone's face publicly when they submit to your demands. The guy gets his new kindle, $200 for his hassle, and 15 minutes of internet fame, but maybe at a slight cost to his long term reputation. If I was thinking of working with someone and googled them and saw this, I'd avoid doing any sort of business with them if possible.