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Not a big deal? Imagine that Walmart controls everything you eat, and Walmart decides to stop selling fish because it thinks that fishermen are making too much profit. Amazon is the Walmart of online bookselling.
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Not a big deal. Soon after Walmart did that (assuming there was no other supermarket left in existence) it'd open a niche across the country for fishmongers, having no competition in the fish market they'd be able to charge a nice price too, although if they charge too much they'll open the door to additional competition. That's just how business works.
That's also with a product that has a larger setup cost/time to get a b&m store established, suppliers organised and so on. For ebooks, if Amazon don't take it and assume there's not a single store left in the internet that sells ebooks, you open your own. It's not hard to sell a book direct if you skip DRM, provide multiple formats and don't mind losing a small % to a payment processor like paypal/google.
But wait, if it's not on Amazon how will your readers ever find it? Well, even if it's on Amazon unless it's a top 10 book it'll likely vanish under the mass of other books anyway and be up to your own marketing skills to get the word out.
If you don't like what amazon is doing, don't do business with them, there's plenty of alternatives. We sell apps but because we don't agree with Amazons T&C we don't do business with them. No loss to us, no loss to them. If they change their T&C in the future then we'll re-evaluate. You should however NEVER put all your eggs in one basket and rely on a single company for your business. That goes for paypal too, ensure that should paypal decide to cancel your account, you can easily change to another processor.