"This is cute, but doesn't really do anything which isn't already possible with EC2 and S3."
EC2 doesn't give you durability, and S3 doesn't give you speed. SimpleDB gives you both.
It sounds like SimpleDB runs on EC2, meaning it can't do anything that you couldn't build yourself on EC2. If you replicate data across enough EC2 nodes you can get durability (at the cost of complexity and high MTTR).
When I heard rumours that Amazon was going to be launching a database service, I hoped that it would solve this problem; instead, it seems that Amazon has released the world's first "database" which not only transactions, but even lacks consistency!