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I agree with some of what you say, but I have to disagree that "all" Amazon provides is a "mere push-button self-upload system". They provide access to the millions of customers who buy via the various Amazon websites, along with the customer service facilities Amazon provide. I'd suggest that's what they're charging for, not simply somewhere to make the book available online. They've spent years building their online business, consumer awareness, reputation, etc. That's what you buy into when you publish your book in the Amazon online store. Yes, you have to promote the books yourself (by "yourself", I mean the author or publisher), but that's true of most online retailers, and while Amazon don't promote your individual books directly, the books do stand to benefit from being brought to the attention of potential purchasers by Amazon features such as "others who bought this also bought", etc.
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